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href="/zh/sell"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">销售您的产品<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">线上或线下销售</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/online"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">在线销售<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">拓展在线业务</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/channels"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">跨渠道销售<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">触达数百万购物者并提升销售额</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/pos"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">线下销售<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">POS（销售终端）</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/international"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">面向全球销售<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">国际销售</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/plus/solutions/b2b-ecommerce"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">批发和直销<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">B2B（企业对企业）</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/payments"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">接受在线付款<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">设置付款表单</div></a></li></ul></div><div class="col-span-3 col-start-7 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="m12.75 19.25 5.5-5.5m1 2.5v-3.5h-3.5m-2 14.5h.5a1 1 0 0 0 1-1v-2.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v2.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-5.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v5.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-12.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v12.5a1 1 0 0 0 1 1ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#market_svg__a)" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-市场" class="text-t7 inline-block">市场</span></div><ul class="pb-2" aria-labelledby="subNavItem-市场"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/marketing"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">推广业务<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">触达和留住客户</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/facebook-instagram"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">通过社交媒体进行营销<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">社交媒体集成</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/inbox"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">与客户聊天<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Inbox</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/email-marketing"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">培养客户<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Email</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/segmentation"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">了解您的受众<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">获得客户洞察</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="M12.75 15.75c0 1.243.75 2.5 2.25 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.25-1.257 2.25-2.5m-12.5 11.5h10.5a2 2 0 0 0 2-2v-9.067a2 2 0 0 0-.179-.827l-.538-1.184A2 2 0 0 0 24.713 13h-9.425a2 2 0 0 0-1.82 1.172l-.538 1.184a2 2 0 0 0-.18.827v9.067a2 2 0 0 0 2 2Zm3-3.5a2 2 0 0 1 2-2h.5a2 2 0 0 1 2 2v3.5h-4.5v-3.5ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#manage_svg__a)" stroke-width="1.5" stroke-linecap="round"></path></g></svg></span><span id="subNavItem-管理" class="text-t7 inline-block">管理</span></div><ul class="pb-2" aria-labelledby="subNavItem-管理"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/manage"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">管理您的业务<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">跟踪销售、订单和分析</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/analytics"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">衡量效果<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">分析和报告</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/shipping"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">发货更快<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Shipping</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/orders"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">管理您的库存和订单<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">库存和订单管理</div></a></li></ul></div></div></div><div class="absolute bottom-0 inset-x-0 overflow-hidden z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white -ml-[var(--margin)] -mt-8 md:mt-0 pl-[var(--margin)] pt-6 before:content-[&#x27;&#x27;] before:absolute before:right-full before:top-[-1px] before:w-[100vw] before:h-[calc(100%+1px)] scheme-white:before:bg-shade-10 scheme-transparent-light:before:bg-shade-10 scheme-black:before:bg-shade-90 scheme-transparent-dark:before:bg-shade-90 border-t scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 before:border-t scheme-white:before:border-shade-20 scheme-transparent-light:before:border-shade-20 scheme-black:before:border-shade-70 scheme-transparent-dark:before:border-shade-70 after:border-t scheme-white:after:border-shade-20 scheme-transparent-light:after:border-shade-20 scheme-black:after:border-shade-70 scheme-transparent-dark:after:border-shade-70 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0"><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="https://shopify.dev" aria-label="外部来源：Shopify 开发人员 . 借助 Shopify 强大的 API 进行开发"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Shopify 开发人员<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">借助 Shopify 强大的 API 进行开发</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/zh/plus"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Plus<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">适合持续增长的数字品牌的商务解决方案</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/zh/products"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">所有产品<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">探索所有 Shopify 产品和功能</div></a></li></ul></div></div></div></div><!--/$--></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/zh/pricing">定价</a></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-black text-black"><button type="button" class="bg-transparent whitespace-nowrap" data-component-name="资源-toggle-open" aria-controls="资源DesktopMenu" aria-expanded="false" aria-haspopup="true"><span class="font-semi-medium mr-3">资源</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -rotate-[135deg]"></div></div></button></div><!--$--><div id="资源DesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-white text-black bg-white text-black opacity-0 pointer-events-none -translate-y-[10px]"><div class="relative no-scrollbar overflow-y-auto overflow-x-clip max-h-[calc(100vh-72px)] z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-3 col-start-1 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#help-and-support_svg__a)"><circle cx="20" cy="20" r="19.25" stroke="currentColor" stroke-width="1.5"></circle><path d="M20 20v6" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round"></path><path d="M20 16.5a1.5 1.5 0 1 0 0-3 1.5 1.5 0 0 0 0 3Z" fill="currentColor"></path></g></svg></span><span id="subNavItem-帮助和支持" class="text-t7 inline-block">帮助和支持</span></div><ul class="pb-2" aria-labelledby="subNavItem-帮助和支持"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://help.shopify.com/zh-CN/" aria-label="外部来源：帮助和支持 . 获取全天候支持"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">帮助和支持<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">获取全天候支持</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/blog"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">Shopify 博客<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">商业策略建议</div></a></li></ul></div><div class="col-span-6 col-start-4 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="m22.023 15.04 3 3M12.75 27.25l4.25-1 9.95-9.95a1 1 0 0 0 0-1.413l-1.837-1.836a1 1 0 0 0-1.414 0L13.75 23l-1 4.25Z" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-热门主题" class="text-t7 inline-block">热门主题</span></div><ul class="pb-2 columns-2" aria-labelledby="subNavItem-热门主题"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/blog/what-is-shopify"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">什么是 Shopify？<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">我们的商务平台是如何运作的</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/blog/topics/social-media-optimization"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">社交媒体策略<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">在社交中达成交易</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 pl-10 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white border-l scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="M16.75 16.75v-2a2 2 0 0 1 2-2h2.5a2 2 0 0 1 2 2v2m-2 4v1.5a1 1 0 0 1-1 1h-.5a1 1 0 0 1-1-1v-1.5m2.5 0a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1m2.5 0h6m-8.5 0h-6m2 6.5h10.5a2 2 0 0 0 2-2v-6.5a2 2 0 0 0-2-2h-10.5a2 2 0 0 0-2 2v6.5a2 2 0 0 0 2 2Z"></path></g></svg></span><span id="subNavItem-基本工具" class="text-t7 inline-block">基本工具</span></div><ul class="pb-2" aria-labelledby="subNavItem-基本工具"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/tools/logo-maker"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">logo 制作器<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.shopify.com/stock-photos" aria-label="外部来源：图库照片 ."><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">图库照片<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/zh/blog/business-plan-template"><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">商业计划模板<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.linkpop.com/" aria-label="外部来源：“个人简介链接”工具 ."><div class="text-base font-semi-medium"><span class="inline-block arrow-animation">“个人简介链接”工具<span class="sr-only">.</span></span></div></a></li></ul></div></div></div></div><!--/$--></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/zh/enterprise">企业版</a></div></li></ul></nav><div class="ml-auto transition-opacity duration-200 opacity-100 delay-100"><ul class="lg:flex hidden items-center"><li class="mr-8 text-base"><a class="whitespace-nowrap hover:underline text-black" href="/zh/login?ui_locales=zh-CN" data-component-name="login">登录</a></li><li class="leading-[0]"><a href="https://accounts.shopify.com/store-create?locale=zh-CN&amp;language=zh-Hans&amp;signup_page=https%3A%2F%2Fwww.shopify.com%2Fzh%2Fblog%2Femail-marketing&amp;signup_types%5B%5D=paid_trial_experience" class="inline-block self-center overflow-hidden max-w-full ring-inset rounded-button font-button-font font-button-weight tracking-button-tracking transition-all duration-150 focus-visible:outline-2 focus-visible:outline-offset-2 focus-visible:outline-state-focus focus-visible:outline border-2 text-button-light-primary-text bg-button-light-primary-bg border-button-light-primary-border ring-button-light-primary-border hover:text-button-light-primary-text-hover hover:bg-button-light-primary-bg-hover hover:border-button-light-primary-border-hover hover:ring-button-light-primary-border-hover focus:text-button-light-primary-text-focus focus:bg-button-light-primary-bg-focus focus:border-button-light-primary-border-focus focus:ring-button-light-primary-border-focus active:text-button-light-primary-text-active active:bg-button-light-primary-bg-active active:border-button-light-primary-border-active active:ring disabled:text-button-light-primary-text-disabled disabled:bg-button-light-primary-bg-disabled disabled:border-button-light-primary-border-disabled disabled:ring-button-light-primary-border-disabled py-2 px-5 text-base whitespace-nowrap" data-component-name="start-free-trial" data-mode="light" target="">开始免费试用</a></li></ul><ul class="flex items-center lg:hidden mr-[-15px]"><li><a href="https://accounts.shopify.com/store-create?locale=zh-CN&amp;language=zh-Hans&amp;signup_page=https%3A%2F%2Fwww.shopify.com%2Fzh%2Fblog%2Femail-marketing&amp;signup_types%5B%5D=paid_trial_experience" class="mr-4 text-base underline text-black" data-component-name="start-free-trial" aria-label="外部来源：开始免费试用">开始免费试用</a></li><li><button class="flex h-12 w-12 cursor-pointer select-none flex-col items-center justify-center gap-1" aria-label="菜单" aria-expanded="false" aria-controls="MobileDrawer" aria-haspopup="true" type="button" data-component-name="navigation-toggle-open"><div class="h-0.5 w-[1.125rem] transition-all ease-out-in duration-500 motion-reduce:transition-none bg-black"></div><div class="h-0.5 w-[1.125rem] transition-all ease-out-in duration-500 motion-reduce:transition-none bg-black"></div><div class="h-0.5 w-[1.125rem] transition-all ease-out-in duration-500 motion-reduce:transition-none bg-black"></div></button></li></ul></div></div></div><div class="top-0 w-full z-20 before:absolute before:top-0 before:left-0 before:pointer-events-none before:w-full before:h-global-header-with-border before:z-20 after:absolute after:top-0 after:left-0 after:will-change-[opacity] after:pointer-events-none after:h-full after:w-full after:z-10 after:transition-opacity after:duration-200 after:bg-white text-black before:border-y before:border-black/20 after:opacity-100 pointer-events-auto before:opacity-0 sticky"><div class="h-global-header container 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src="https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&amp;originalHeight=641" alt="" loading="lazy" decoding="async" width="500" height="641" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&amp;originalHeight=641&amp;width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&amp;originalHeight=641&amp;width=400 400w"/><div class="absolute rounded-[15px] overflow-hidden z-10 w-[90px] tablet-xl:w-[136px] desktop:w-[175px] h-[85px] tablet-xl:h-[140px] desktop:h-[180px] right-0 tablet-xl:right-[-20px] desktop:right-[20px] top-[-25px] tablet-xl:top-[-30px] desktop:top-[-40px]"><img src="https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&amp;originalHeight=641" alt="" loading="lazy" decoding="async" width="500" height="641" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&amp;originalHeight=641&amp;width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&amp;originalHeight=641&amp;width=400 400w"/></div><div><img class="absolute rounded-[15px] z-10 w-[90px] tablet-xl:w-[136px] desktop:w-[175px] bottom-[20px] tablet-xl:bottom-[-50px] desktop:bottom-[-70px] right-[-50px] tablet-xl:right-[-70px] desktop:right-[-100px]" src="https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&amp;originalHeight=641" alt="" loading="lazy" decoding="async" width="500" height="641" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&amp;originalHeight=641&amp;width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&amp;originalHeight=641&amp;width=400 400w"/></div></div></div><article id="article" itemscope="" itemType="https://schema.org/Article" class="featured-blogs__section"><meta itemProp="mainEntityOfPage" content="/zh/blog/email-marketing"/><meta itemProp="dateModified" content="2024-11-19T13:00:00.000Z"/><div class="relative"><div class="py-10 tablet:text-center desktop:pt-16 desktop:pb-16" data-mode="light"><div class="container desktop:w-9/12 desktop:mx-auto"><div class="uppercase text-shade-100 font-aktivgroteskextended text-[12px] leading-[14px] tracking-[0.01em] font-semibold tablet-xl:font-sans tablet-xl:text-[11px] tablet-xl:leading-[13px] tablet:tracking-[0.5px] tablet:font-bold pb-2"><a href="/zh/blog" class="no-underline hover:text-link-light-hover topic-link">blog</a><span class="richtext px-2.5 text-xs">|</span><a href="/zh/blog/topics/营销指南" class="no-underline hover:text-link-light-hover topic-link">营销指南</a></div><h1 class="richtext font-medium tracking-[-0.02em] text-[28px] leading-9 tablet-xl:text-[40px] tablet-xl:leading-[48px]" itemProp="headline">什么是电商电子邮件营销？2025指南</h1><p class="richtext font-normal tracking-[-0.02em] text-[18px] leading-[26px] tablet-xl:text-[20px] tablet-xl:leading-7 desktop:text-[22px] desktop:leading-8 mt-4 desktop:mt-4">不知道什么是电商电子邮件营销？本指南分享电商电子邮件营销策略来促进更高的CTRs和销量。</p><div class="lg:hidden mt-4 tablet-xl:mt-12"><div class="gap-x-1 flex flex-wrap font-bold sm:justify-center !text-lg text-legacy-gray-90 last:[&amp;_&gt;div]:justify-start sm:last:[&amp;_&gt;div]:justify-center"> <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/zh/blog/authors/shopify-staff" class="no-underline" itemProp="url"><span itemProp="name">Shopify Staff</span></a></span></div><div class="text-body-sm text-shade-50">更新时间<!-- --> <time>2024年11月19日</time></div></div></div></div><div class="tablet:container desktop:w-9/12 desktop:mx-auto overflow-hidden flex justify-center"><img class="" src="https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/email_20marketing_20ecommerce.jpg?v=1732172502&amp;originalWidth=1848&amp;originalHeight=782" alt="电商电子邮件营销" loading="eager" decoding="async" width="1848" height="782" srcSet="https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/email_20marketing_20ecommerce.jpg?v=1732172502&amp;originalWidth=1848&amp;originalHeight=782&amp;width=200 200w, https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/email_20marketing_20ecommerce.jpg?v=1732172502&amp;originalWidth=1848&amp;originalHeight=782&amp;width=400 400w, https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/email_20marketing_20ecommerce.jpg?v=1732172502&amp;originalWidth=1848&amp;originalHeight=782&amp;width=600 600w, https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/email_20marketing_20ecommerce.jpg?v=1732172502&amp;originalWidth=1848&amp;originalHeight=782&amp;width=800 800w, https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/email_20marketing_20ecommerce.jpg?v=1732172502&amp;originalWidth=1848&amp;originalHeight=782&amp;width=1000 1000w, https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/email_20marketing_20ecommerce.jpg?v=1732172502&amp;originalWidth=1848&amp;originalHeight=782&amp;width=1200 1200w, https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/email_20marketing_20ecommerce.jpg?v=1732172502&amp;originalWidth=1848&amp;originalHeight=782&amp;width=1400 1400w, https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/email_20marketing_20ecommerce.jpg?v=1732172502&amp;originalWidth=1848&amp;originalHeight=782&amp;width=1600 1600w, https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/email_20marketing_20ecommerce.jpg?v=1732172502&amp;originalWidth=1848&amp;originalHeight=782&amp;width=1800 1800w"/></div></div><div class="container grid-cols-4 sm:grid-cols-8 md:grid-cols-12 block tablet-xl:grid gap-y-0 gap-x-12"><div class="col-span-4 xs:col-span-12 md:col-span-4 lg:col-span-3 col-start-1 nav-drawer md:pb-20 pt-10 desktop:pt-16" data-component-name="blog-left-sidebar"><nav class="md:top-[calc(var(--header-height)*2)] md:max-h-[calc(100vh-var(--header-height))] md:overflow-auto md:sticky md:pb-6 pr-2"><div class="flex py-5 md:hidden border-y border-shade-20 text-[12px] mb-6 md:mb-0 leading-[20px] font-medium px-6">在这一页<svg viewBox="0 0 20 20" class="w-[20px] h-[20px] ml-auto transition"><path fill-rule="evenodd" d="M5.72 8.47a.75.75 0 0 1 1.06 0l3.47 3.47 3.47-3.47a.75.75 0 1 1 1.06 1.06l-4 4a.75.75 0 0 1-1.06 0l-4-4a.75.75 0 0 1 0-1.06Z"></path></svg></div><div class="mb-4 uppercase hidden md:block">在这一页</div><ul class="relative overflow-auto before:absolute before:inset-y-0 before:left-0 md:before:bg-shade-20 before:w-[1px] before:z-1 my-10 md:mt-0 md:mb-16 hidden md:block"><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#1">什么是电商电子邮件营销？</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#2">三种电商电子邮件营销类型</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#3">为什么电子邮件营销是电商成功的关键</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#4">创建成功的电商电子邮件营销策略</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#5">如何跟踪电商电子邮件营销的表现</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#6">生命周期自动化：电商电子邮件营销的下一个阶段</a></li><li class="pl-2 my-2.5 first:mt-0 last:mb-0 text-body-sm relative z-2"><a href="#8">电商电子邮件营销——常见问题</a></li></ul><div class="hidden md:block bg-blog-bannerBg"><div class="p-6"><p class="richtext text-2xl font-aktivgroteskextended leading-4 desktop:leading-7 color-black tracking-[-0.02em]">立即开创您的在线业务。</p><p class="richtext font-aktivgroteskextended desktop:leading-7 color-black tracking-[-0.02em] text-2xl mb-9 font-bold">完全免费。</p><a href="https://accounts.shopify.com/store-create?locale=zh-CN&amp;language=zh-Hans&amp;signup_page=https%3A%2F%2Fwww.shopify.com%2Fzh%2Fblog%2Femail-marketing&amp;signup_types%5B%5D=paid_trial_experience" class="flex justify-between align-middle font-aktivgroteskextended leading-6 tracking-[-0.0175rem] !no-underline border-b-[1px] border-black group">开始免费试用<span class="flex justify-center items-center w-6 h-6 ml-4 my-auto [&amp;_svg]:w-6 reduced-motion:group-hover:translate-x-0 transition-all duration-500 will-change-transform group-hover:translate-x-full group-hover:opacity-0"><svg xmlns="http://www.w3.org/2000/svg" width="20" height="20" viewBox="0 0 20 20" fill="none"><path fill-rule="evenodd" clip-rule="evenodd" d="M8.00025 15.9998C7.74425 15.9998 7.48825 15.9018 7.29325 15.7068C6.90225 15.3158 6.90225 14.6838 7.29325 14.2928L11.5862 9.99976L7.29325 5.70676C6.90225 5.31576 6.90225 4.68376 7.29325 4.29276C7.68425 3.90176 8.31625 3.90176 8.70725 4.29276L13.7073 9.29276C14.0982 9.68376 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[&amp;_.marketing-button]:no-underline [&amp;_a&gt;img]:mt-3 [&amp;_a&gt;img]:mb-8 [&amp;_a&gt;img]:h-[revert-layer] [&amp;_img]:my-12 [&amp;_a&gt;img]:inline-block [&amp;_figure&gt;img]:mb-0 [&amp;_figure]:mb-12 [&amp;_img]:inline-block [&amp;_ul]:list-disc [&amp;_ul]:space-y-3 [&amp;_ul]:pl-6 [&amp;_ul]:mb-6 [&amp;_ul_li]:pl-4 [&amp;_ol]:list-decimal [&amp;_ol]:space-y-3 [&amp;_ol]:pl-6 [&amp;_ol]:mb-6 [&amp;_ol_li]:pl-4 [&amp;_ol_li::marker]:font-bold [&amp;_iframe]:max-w-full [&amp;_figcaption]:mb-12 [&amp;_figcaption]:text-center [&amp;_figcaption]:text-xs [&amp;_figcaption]:sm:text-sm [&amp;_figcaption]:mt-1 [&amp;_strong]:font-medium [&amp;_strong]:text-black [&amp;_.heading--4]:font-aktivgroteskextended [&amp;_.heading--4]:text-2xl [&amp;_.heading--4]:text-black [&amp;_.heading--4]:font-medium [&amp;_.heading--4]:tracking-[-.02em] [&amp;_iframe]:mt-3 [&amp;_iframe]:mb-9 [&amp;_.container]:m-0 [&amp;_.container]:flex [&amp;_.container]:gap-5 [&amp;_.container]:flex-wrap [&amp;_.green]:text-[green] [&amp;_.red]:text-[red] [&amp;_.pros]:bg-[#eafaea] [&amp;_.pros]:rounded-[10px] [&amp;_.pros]:p-5 [&amp;_.pros_h3]:mt-2 [&amp;_.cons]:bg-[#ffebe6] [&amp;_.cons]:rounded-[10px] [&amp;_.cons]:p-5 [&amp;_.cons_h3]:mt-2 [&amp;_.pros]:tablet:flex-[1_0_calc(50%-10px)] [&amp;_.pros]:flex-[1_0_100%] [&amp;_.cons]:tablet:flex-[1_0_calc(50%-10px)] [&amp;_.cons]:flex-[1_0_100%] [&amp;_.pros_.grid-container]:grid [&amp;_.cons_.grid-container]:grid [&amp;_.grid-container]:gap-[5px] [&amp;_.grid-container]:grid-cols-[15px_auto] [&amp;_.pros_.grid-container]:p-[5px] [&amp;_.cons_.grid-container]:p-[5px] [&amp;_.aspect-video_iframe]:mt-0 article-content [&amp;_.truncated-text]:relative [&amp;_.truncated-text]:max-h-[300px] [&amp;_.truncated-text]:overflow-hidden [&amp;_.truncated-text]:mb-6 [&amp;_.truncated-text::before]:absolute [&amp;_.truncated-text::before]:content-[&quot;&quot;] [&amp;_.truncated-text::before]:bottom-0 [&amp;_.truncated-text::before]:w-full [&amp;_.truncated-text::before]:h-[150px] [&amp;_.truncated-text::before]:bg-gradient-to-t [&amp;_.truncated-text::before]:from-white [&amp;_.truncated-text::before]:from-50% [&amp;_.truncated-text::before]:to-transparent [&amp;_.truncated-text\_\_toggle]:absolute [&amp;_.truncated-text\_\_toggle]:bottom-0 [&amp;_.truncated-text\_\_toggle]:w-full [&amp;_.truncated-text\_\_toggle]:text-center [&amp;_.marketing-code]:bg-[#f0f1f2] [&amp;_.marketing-code]:font-bold [&amp;_.marketing-code]:p-1 [&amp;_.marketing-code.marketing-code--block]:p-4 [&amp;_.marketing-code--block]:block [&amp;_.marketing-code--block]:max-w-full [&amp;_.marketing-code--block]:overflow-x-scroll [&amp;_.marketing-code--block]:mb-5 [&amp;_.partners-signup]:mt-6 [&amp;_.partners-signup]:mb-12 [&amp;_.partners-signup]:bg-gray-200 [&amp;_.partners-signup]:p-3 [&amp;_.partners-signup]:md:p-6 [&amp;_.table]:block [&amp;_.table]:overflow-x-scroll [&amp;_.table]:max-w-full" itemProp="articleBody"><div class="hidden leadpage-container leadpage__image leadpage__content marketing-button hide--mobile block--bordered"></div><div><p>科技评论员们常常自信地宣称电子邮件营销已经走到了尽头。但只需看看你的收件箱，就会发现“你还有邮件。”</p>
<p>电商电子邮件营销是商店老板在适当的时机向客户发送相关和个性化信息的一种方式——而无需得到互联网日益严格的守门人的许可。此外，电子邮件的全球用户数量持续健康增长，毫无减缓的迹象。</p>
<p>无论你是刚开始进行电子邮件营销的小店主，还是在构思下一个大型活动，我们的指南将揭示哪些电商电子邮件活动效果最佳，以及如何充分利用每次广播。</p><div id="text-cta" class="hidden lg:block"></div>
<div class="marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [&amp;_h2]:!mt-0 [&amp;_h2]:mb-6 [&amp;_h2]:text-t5 [&amp;_h3]:!mt-0 [&amp;_h3]:mb-6 [&amp;_h3]:text-t7 [&amp;_h4]:!mt-0 [&amp;_h4]:mb-6 [&amp;_h4]:text-t8 [&amp;_ul]:!mt-0 [&amp;_ul]:mb-6 [&amp;_ul:last-child]:mb-0 [&amp;_ol]:!mt-0 [&amp;_ol]:mb-6 [&amp;_ol:last-child]:mb-0 [&amp;_p]:!mt-0 [&amp;_p]:mb-6 [&amp;_p:last-child]:mb-0 border-blog-highlight" data-component-name="blog-cta-marketing">
<p>使用我们可定制的电子邮件模板创建将订阅转化为销售的邮件。自信地设置你的第一个电子邮件活动，今天就开始推动销售！</p>
<a href="/first-sale/email-templates?utm_campaign=First_Day_to_First_Sale&amp;utm_source=blog" class="marketing-button marketing-button--small" target="_blank">了解更多</a>
</div>

<h2 id="1"><strong>什么是电商电子邮件营销？</strong></h2>
<p>电商电子邮件营销是通过电子邮件向潜在和现有客户发送营销信息的实践，旨在销售、教育或建立客户忠诚度。&nbsp;</p>
<p>电子邮件是一个“自有”的数字营销渠道——也就是说，发送者完全控制内容和分发——通常在向细分的收件人列表发送个人化、相关的信息时效果最佳。</p>
<p>电子邮件在电商中尤其重要，用于发送交易、促销和生命周期信息。这是一种聪明的方式，可以通过移动设备与人们建立联系，并最大化你的营销效果。</p>
<div class="marketing-block marketing-block--light marketing-block--padded border-t-2 px-8 py-10 my-12 [&amp;_h2]:!mt-0 [&amp;_h2]:mb-6 [&amp;_h2]:text-t5 [&amp;_h3]:!mt-0 [&amp;_h3]:mb-6 [&amp;_h3]:text-t7 [&amp;_h4]:!mt-0 [&amp;_h4]:mb-6 [&amp;_h4]:text-t8 [&amp;_img]:my-auto [&amp;_p]:!mt-0 [&amp;_p]:mb-6 [&amp;_p]:text-body-sm [&amp;_.heading--4]:text-t6 [&amp;_.marketing-button]:text-white [&amp;_.marketing-button]:no-underline border-blog-highlight" data-component-name="blog-cta-marketing">
<p class="heading--4">使用 Shopify Email 在几分钟内创建品牌电子邮件</p>
<p>使用 Shopify Email，你可以轻松创建、发送、自动化和跟踪电子邮件活动，全部通过你的 Shopify 管理后台完成——无需编码。</p>
<a href="/zh/email-marketing" class="marketing-button marketing-button--small" target="_blank">发现 Shopify Email</a>
</div>
<h2 id="2"><strong>三种电商电子邮件营销类型</strong></h2>
<p>让我们来探讨电商商家使用的三种电子邮件营销类型。</p>
<h3><strong>1. 交易邮件</strong></h3>
<p><a href="/blog/ecommerce-transaction-emails" target="_blank">交易邮件</a>在结账和其他购买行为中发送。它们更具功能性，向个别客户发送关键信息。</p>
<p>根据一项研究，交易邮件的打开率约为<a href="https://influencermarketinghub.com/email-open-rates/" target="_blank" rel="nofollow noopener noreferrer">60%</a>，远高于平均水平<a href="https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks" target="_blank" rel="nofollow noopener noreferrer">37.65%</a>。这是为什么呢？因为交易邮件不仅是预期的，还是被期待的。客户会主动寻找它们。</p>
<h4><strong>订单确认和电子邮件收据</strong></h4>
<p>利用电子邮件订单确认的机会，在初次销售后留住客户。</p>
<p>确保你的电子邮件收据回答客户的基本问题：他们可以期待何时收到订单，你将发货到哪个地址，以及他们可以在哪里询问问题。只有在基本信息到位后，才应尝试添加其他内容。</p>
<p>对于回头客，可以尝试推荐相关产品，或在发货前提供附加产品或配件的选项。</p>
<p>例如，<a href="https://www.crateandbarrel.com/" target="_blank" rel="nofollow noopener noreferrer">Crate &amp; Barrel</a>在发货前发送订单确认邮件，邀请客户在包裹中添加更多商品。</p>
<div style="text-align: center;" data-mce-style="text-align: center;"><img class="block block--bordered" src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_1_a4a59f60-9b77-4ed7-8048-2492297fe70e.jpg?v=1732172082" alt="Crate &amp; Barrel 在发货前发送订单确认邮件，邀请客户在包裹中添加更多商品。" style="float: none;" data-mce-style="float: none;" data-mce-src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_1_a4a59f60-9b77-4ed7-8048-2492297fe70e.jpg?v=1732172082"></div>
<p>改善订单确认邮件的方式：</p>
<ul>
<li>
<strong>推荐相关产品</strong>，如建议配件，提供为朋友购买同款产品的选项，或添加订阅购买的选项。</li>
<li>
<strong>提供限时折扣码或免运费</strong>，以激励未来的购买。这被称为回馈优惠，虽然提供折扣会导致收入损失，但通常让客户以更低的价格回来总比不回来要好。</li>
<li>
<strong>邀请客户加入你的社区。</strong>如果你销售的是纯功能性产品，这可能不适用。但希望与客户共享价值观的企业应利用收据作为另一种让客户融入社区的途径。</li>
</ul>
<h4><strong>发货确认邮件</strong></h4>
<p>发货确认邮件在包裹发出后发送。它们很有价值，因为客户已经对收到订单感到兴奋。这也是一个未被充分利用的机会，可以发挥创意，给客户带来惊喜。</p>
<p>在转化更多客户方面，想想如何利用发货确认邮件来推动行动并加深客户与品牌的关系。</p>
<p>例如，<a href="https://www.tradesy.com/" target="_blank" rel="nofollow noopener noreferrer">Tradesy</a>（现在称为 Vestiaire Collective）利用发货确认邮件推广其推荐计划，鼓励客户赠送朋友和家人20美元（约140元人民币）的优惠。</p>
<div style="text-align: center;" data-mce-style="text-align: center;"><img class="block block--bordered" src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_2.jpg?v=1732172082" alt="Tradesy的发货邮件" style="float: none;" data-mce-style="float: none;" data-mce-src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_2.jpg?v=1732172082" loading="lazy"></div>
<p>改善发货确认邮件的方式：</p>
<ul>
<li>
<strong>让客户轻松跟踪他们的订单。</strong>包括预计的交货日期和链接到运输公司的追踪号码，以便人们可以点击查看他们的订单位置。</li>
<li>
<strong>建议客户推荐朋友</strong>，通过转发他们购买的产品链接来激励口碑营销，实施奖励的推荐计划。</li>
<li>
<strong>包含与客户购买匹配的产品建议。</strong>例如，如果客户购买了一条男士裤子，产品推荐可以集中在搭配的衬衫和领带上。</li>
</ul>
<h4><strong>回访邮件</strong></h4>
<p>许多品牌忽视客户反馈，后果自负。幸运的是，征求反馈可以简单得多，只需发送一份调查或一个关于客户购物体验的单一问题。</p>
<p>在你的<a href="/blog/post-sales-emails-turn-buyers-into-fans" target="_blank">购买后邮件</a>中，发送客户到第三方调查工具以获取反馈，或在邮件中包含完整的调查。通常，企业会使用评分系统（例如，“评价你的体验”）来实现。</p>
<p>你会希望在客户假设已经收到并使用他们订购的产品后发送这些请求。以下是来自<a href="https://www.dairyqueen.com/en-us/" target="_blank" rel="nofollow noopener noreferrer">Dairy Queen</a>的示例调查：</p>
<div style="text-align: center;" data-mce-style="text-align: center;"><img class="block block--bordered" src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_3.jpg?v=1732172082" alt="来自 Dairy Queen 的回访邮件示例" style="float: none;" data-mce-style="float: none;" data-mce-src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_3.jpg?v=1732172082" loading="lazy"></div>
<p>改善客户反馈邮件的方式：</p>
<ul>
<li>
<strong>关注客户满意度，而不是销售，</strong>以便获取客户对其购买的看法。随着时间的推移，跟踪这些指标，并寻找可以实施的可行见解以改善你的业务。</li>
<li>
<strong>在你的网站上放置客户评价/调查表</strong>，以便客户在提交反馈后可以看到相关的优惠和产品。</li>
<li>
<strong>跟进不满意的客户。</strong>这很重要，首先是促使他们回应，其次是找出如何改善未来客户的体验。</li>
<li>
<strong>在产品页面上显示评价</strong>，作为用户生成的内容，以增强未来买家的信心。</li>
</ul>
<h4><strong>感谢邮件</strong></h4>
<p><a href="/zh/blog/thank-your-customers" target="_blank">感谢邮件</a>是激励客户忠诚度的绝佳方式。它们使你的公司在客户的收件箱中保持可见，并为你提供了另一个机会，通过优惠券和链接增加点击率。</p>
<p>HubSpot 报告称，感谢邮件的<a href="https://blog.hubspot.com/blog/tabid/6307/bid/33725/why-thank-you-emails-are-the-untapped-gold-mine-of-email-marketing.aspx" target="_blank" rel="nofollow noopener noreferrer">互动率是普通营销邮件的两倍</a>。感谢邮件的打开率为42%，点击率为14%，而普通营销邮件的打开率为12%，点击率为6%。</p>
<p>创建基本的文本邮件或使用自动化的<a href="/blog/email-marketing-case-study" target="_blank">电子邮件模板</a>。像<a href="http://www.beefree.io/" target="_blank">Bee Free</a>这样的公司提供各种类型的邮件模板和服务。在下面的示例中，Bee 向其电子邮件订阅者发送感谢邮件。</p>
<div style="text-align: center;" data-mce-style="text-align: center;"><img class="block block--bordered" src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_4.jpg?v=1732172082" alt="感谢邮件示例" style="float: none;" data-mce-style="float: none;" data-mce-src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_4.jpg?v=1732172082" loading="lazy"></div>
<p>优化感谢邮件的方式包括：</p>
<ul>
<li>
<strong>保持简单。</strong>使信息简短明了，并提供行动号召，以便客户可以继续与您的业务互动。</li>
<li>
<strong>使用智能的行动号召。</strong>智能的行动号召会根据查看者自动更改。这将使你的感谢邮件更加个性化，提高客户执行该行动号召的可能性。</li>
<li>
<strong>使其适合社交媒体。</strong>让营销邮件被分享是将其发送给合适人群的最佳方式之一。现在，客户可以通过转发邮件来分享，但如果他们可以在社交媒体上分享，他们将能够更快地触及更多人。</li>
</ul>
<h3><strong>2. 促销邮件</strong></h3>
<p>促销邮件旨在提高对特定交易或（你猜对了）促销活动的关注。</p>
<p>广播邮件发送给你的所有订阅者，或更常见的是发送给你电子邮件列表的一个细分。<a href="/blog/email-marketing-examples" target="_blank">广播邮件的示例</a>包括新产品发布、每月电子邮件通讯、限时促销、季节性优惠或内容更新。</p>
<p>你可以将这些邮件视为在你有值得分享的新闻时发送的消息，因此要仔细考虑你的基本目标、优惠和订阅者的细分。</p>
<h4><strong>新产品（或服务）</strong></h4>
<p>新产品通常是根据客户反馈开发的，因此在推出产品时，没有比你的订阅者更好的地方了。如果你最新发布的产品吸引了特定客户群体，例如，你可以根据之前的购买情况细分你的列表，并提供优先访问权。</p>
<h4><strong>限时优惠</strong></h4>
<p>创建与客户兴趣相关的限时促销。对他们上周购买的同类商品提供折扣。记住，当促销具有吸引力时，最好不要让过于巧妙的文案妨碍它。</p>
<h4><strong>仅限订阅者的折扣</strong></h4>
<p>无论你是发送定期通讯还是设置关于特殊促销的滴灌活动，你都可以随时包含折扣码，以提高订阅者的购买动机。提供独特性和会员感是一种将情感引入营销的好方法。</p>
<p>你可以看到零售商<a href="https://pioneercarry.com/" target="_blank" rel="nofollow noopener noreferrer">Pioneer</a>如何在下面的电子邮件中使用仅限订阅者的折扣。该品牌预告了即将到来的黑色星期五促销，让订阅者知道他们将在促销当天收到特定的优惠码。</p>
<div style="text-align: center;" data-mce-style="text-align: center;"><img class="block block--bordered" src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_5.jpg?v=1732172082" alt="Pioneer 的电子邮件预告其黑色星期五促销" style="float: none;" data-mce-style="float: none;" data-mce-src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_5.jpg?v=1732172082" loading="lazy"></div>
<h4><strong>季节性促销</strong></h4>
<p>一种传统且有效的电子邮件营销形式是通知订阅者即将到来的假期或季节性优惠。</p>
<p>你可以让订阅者知道黑色星期五促销、圣诞后促销或春季清仓促销。你还可以提醒人们即将到来的假期，如父亲节。</p>
<p>例如，服装品牌<a href="https://www.everlane.com/" target="_blank" rel="nofollow noopener noreferrer">Everlane</a>通过电子邮件使用横幅推广其黑色星期五促销。它使用醒目的青柠色横幅，促销40%的折扣。潜在购物者可以通过点击“立即购买”链接轻松访问网站。</p>
<div style="text-align: center;" data-mce-style="text-align: center;"><img class="block block--bordered" src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_6.jpg?v=1732172082" alt="Everlane 通过电子邮件使用横幅推广其黑色星期五促销" style="float: none;" data-mce-style="float: none;" data-mce-src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_6.jpg?v=1732172082" loading="lazy"></div>
<h4><strong>新闻通讯</strong></h4>
<p>定期的<a href="/zh/blog/create-a-newsletter" target="_blank">电子邮件通讯</a>可以帮助教育客户并讲述你的品牌故事。这是一种被低估的方式，可以在不依赖折扣或促销的情况下与客户（和潜在客户）保持联系并建立更紧密的关系。</p>
<p>每个人都喜欢引人入胜的故事，因此如果你能找到来自员工、客户或你自己业务和生活中的显著故事，考虑将其作为通讯的主题。</p>
<p>也许有客户使用你的健身产品减掉了50磅，或者你可以分享是什么最初激励你创业的。无论故事是什么，它都应该既有趣又与品牌相关。</p>
<p>在下面的示例中，<a href="https://rothys.com/" target="_blank" rel="nofollow noopener noreferrer">Rothy’s</a>分享了有关品牌使命的更多信息——特别是公司如何支持可持续性。这是一种明智的方式，可以形成立场并与有相同想法的客户沟通。</p>
<div style="text-align: center;" data-mce-style="text-align: center;"><img class="block block--bordered" src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_7.jpg?v=1732172082" alt="在这封电子邮件中，Rothy’s分享了有关品牌使命的更多信息" style="float: none;" data-mce-style="float: none;" data-mce-src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_7.jpg?v=1732172082" loading="lazy"></div>
<h4><strong>内容更新</strong></h4>
<p>如果你使用内容营销来教育现有客户并吸引新客户，考虑在定期通讯中包含这些内容，或者通过 RSS 自动发送新内容。</p>
<p>当你能够进行投资时，考虑创建提供新产品或更新产品附加背景的内容（例如，美容产品的护理技巧）。</p>
<h4><strong>追加销售邮件</strong></h4>
<p>追加销售邮件是一种营销工具，在客户在你的电商商店购物时将某个商品放入购物车后触发。它通知客户该商品有一个更高级或升级的版本。</p>
<p>合适的追加销售邮件将鼓励客户选择升级服务，从而提高销售额和<a href="/zh/blog/average-order-value" target="_blank">平均订单价值</a>。</p>
<p>在下面的示例中，<a href="https://athleticgreens.com/en" target="_blank" rel="nofollow noopener noreferrer">Athletic Greens</a>给读者提供了升级到订阅的机会。如果读者利用这个优惠，他们可以每月节省20美元（约140元人民币），并获得一系列额外福利。</p>
<div style="text-align: center;" data-mce-style="text-align: center;"><img class="block block--bordered" src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_8.jpg?v=1732172082" alt="在这封电子邮件中，Athletic Greens 提供了升级到订阅的机会" style="float: none;" data-mce-style="float: none;" data-mce-src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_8.jpg?v=1732172082" loading="lazy"></div>
<h4><strong>交叉销售邮件</strong></h4>
<p>交叉销售邮件是基于订阅者之前采取的行动发送的触发邮件。这些邮件会提取购买历史、浏览行为和其他个人资料数据，并在初始行动后几天发送。</p>
<p>服装市场<a href="https://www.lyst.com/" target="_blank" rel="nofollow noopener noreferrer">Lyst</a>根据客户感兴趣的品牌发送消息。你会在下面的示例中看到，接收者可以在电子邮件窗口中浏览他们喜欢的品牌，并点击“查看更多”以浏览完整的系列。</p>
<div style="text-align: center;" data-mce-style="text-align: center;"><img class="block block--bordered" src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_9.jpg?v=1732172082" alt="Lyst 根据客户感兴趣的品牌发送消息的电子邮件" style="float: none;" data-mce-style="float: none;" data-mce-src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_9.jpg?v=1732172082" loading="lazy"></div>
<h3><strong>3. 生命周期邮件</strong></h3>
<p>生命周期邮件之所以强大，是因为它们个性化且仅针对小部分订阅者发送与其行为相关的信息。它们也被称为“触发邮件”，因其根据购物者采取的行动以及购物者在客户生命周期中的位置发送。</p>
<h4><strong>购物车放弃邮件</strong></h4>
<p><a href="/zh/blog/shopping-cart-abandonment" target="_blank">平均购物车放弃率</a>约为70%。这意味着大量收入未被实现。幸运的是，你可以挽回其中一些潜在客户。</p>
<p><a href="/zh/blog/abandoned-cart-emails" target="_blank">放弃购物车邮件</a>是电商中最接近“快速胜利”的东西。商家通常可以恢复5%到11%本来会失去的销售。</p>
<p>考虑为完成购买提供额外激励，尽管这可能会促使购物者放弃购物车以获得折扣。至少，使用以利益为导向的文案，促使他们带着信用卡回到你的商店。</p>
<p>理发店<a href="http://rudysbarbershop.com/" target="_blank">Rudy’s</a>发送了一封放弃购物车邮件，提供限时免运费的优惠。</p>
<p>l</p>
<div style="text-align: center;" data-mce-style="text-align: center;"><img class="block block--bordered" src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_10.jpg?v=1732172082" alt="Rudy's的放弃购物车邮件，提供限时免运费的优惠" style="float: none;" data-mce-style="float: none;" data-mce-src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_10.jpg?v=1732172082" loading="lazy"></div>
<p>改善购物车放弃邮件的方式：</p>
<ul>
<li>
<strong>将主要信息以文本格式呈现</strong>，以便客户能够立即看到，而无需启用图像。包括一个链接回他们的购物车，以便他们可以轻松完成交易。</li>
<li>
<strong>直观地展示客户添加到购物车的产品。</strong>提醒他们，他们离完成订单只有一步之遥，并专注于他们最初考虑购买该产品的原因。突出具体功能，并展示<a href="/zh/blog/12206313-the-ultimate-diy-guide-to-beautiful-product-photography" target="_blank">高质量的产品照片</a>。</li>
<li>
<strong>传达回到购物车的具体激励</strong>，如免运费或折扣。如果某个商品即将缺货，请以礼貌的方式告知客户，同时传达紧迫感。</li>
<li>
<strong>使用清晰、引人注目的行动号召。</strong>保持简洁，并限制为一个行动号召。多个行动号召可能会分散客户完成购买这一主要行动的注意力。</li>
</ul>
<h4><strong>欢迎邮件系列</strong></h4>
<p><a href="/zh/blog/welcome-email" target="_blank">欢迎邮件</a>是你提交电子邮件地址后收到的邮件。</p>
<p>根据<a href="https://www.getresponse.com/resources/reports/email-marketing-benchmarks" target="_blank" rel="nofollow noopener noreferrer">GetResponse</a>的研究，欢迎邮件的平均打开率为90.09%，平均点击率为27.06%。尽管数据有所不同，首次购买的电子邮件自动化通常产生的销售是普通促销邮件的三到六倍。</p>
<p>鞋垫零售商<a href="https://walkfulton.com/" target="_blank" rel="nofollow noopener noreferrer">Fulton</a>是欢迎系列的一个很好的例子。该品牌提供10%的折扣码，并在客户的订单中提供免运费和免费退货。这封邮件在客户注册品牌电子邮件列表后立即触发。</p>
<div style="text-align: center;" data-mce-style="text-align: center;"><img class="block block--bordered" src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_11.jpg?v=1732172082" alt="Fulton's邮件提供10%的折扣码，并在客户的订单中提供免运费和免费退货" style="float: none;" data-mce-style="float: none;" data-mce-src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_11.jpg?v=1732172082" loading="lazy"></div>
<p>改善欢迎邮件的方式：</p>
<ul>
<li>
<strong>提供前期价值。</strong>你不想在唯一的机会窗口中用促销信息淹没客户，以创造强烈的第一印象。</li>
<li>
<strong>在几分钟内发送欢迎邮件。</strong>假设你通过促销代码激励加入你的通讯。如果有人现在准备购买，而他们没有收到那个促销代码，你就有可能永远失去这笔交易。</li>
<li>
<strong>设定透明的期望。</strong>让订阅者轻松更改偏好，告知他们你将发送的新内容及其频率，并提醒他们他们是如何进入你的列表的。</li>
</ul>
<h4><strong>第二次订单邮件</strong></h4>
<p>假设你销售视频游戏。你可能会注意到，平均而言，在购买视频游戏主机一周后，20%的客户会购买第二个控制器。还有50%的客户根本不会再回来。</p>
<p>为了将20%转变为70%，你设计了一个新客户或第二次订单邮件活动。当视频游戏主机的订单进来时，一封<a href="/blog/57720581-7-automated-email-campaigns-that-win-customers-and-keep-them-coming-back" target="_blank">自动化电子邮件活动</a>将在一周后触发，展示控制器。</p>
<p>这要求你开始查看客户，并在Google Analytics中细分你的数据。有些人在购买主机时会购买控制器，但有相当一部分人不会，这就是你的杠杆所在。</p>
<div style="text-align: center;" data-mce-style="text-align: center;"><img class="block block--bordered" src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_12.jpg?v=1732172082" alt="第二次订单邮件示例" style="float: none;" data-mce-style="float: none;" data-mce-src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_12.jpg?v=1732172082" loading="lazy"></div>
<p>改善第二次订单邮件的方式：</p>
<ul>
<li>
<strong>从你两到三款畅销产品开始。</strong>是否有与畅销产品相关的补充产品？</li>
<li>
<strong>尝试通过折扣阶梯提高它们的有效性。</strong>在这种情况下，你只需突出显示补充产品。你还可以尝试对该补充产品提供折扣。或者尝试提供折扣阶梯：5%，如果他们不买，再给10%，然后15%等。</li>
<li>
<strong>根据自己的数据测试活动。</strong>没有人能告诉你你的畅销产品是什么，或者哪些产品与之互补，或者何时发送一击即中的活动。这些活动对每个人来说都是不同的。</li>
</ul>
<h4><strong>挽回邮件系列</strong></h4>
<p>挽回邮件活动旨在吸引失去的客户重新回到积极的购买行为中。</p>
<p>假设客户通常在45天后回来进行第二次购买。如果45天过去了，没有第二次购买，你就知道这个客户不太可能再进行第二次购买。</p>
<p>或者假设你有一个活跃的客户，在过去六个月中每隔45天左右就会购买一次。最近，他失联了：过去44天没有订单。</p>
<p>这就是挽回活动发挥作用的地方。在没有活动的45天后，系统会自动发送一封电子邮件，因为你知道，根据你商店的独特情况，这对一个健康活跃的客户来说是不寻常的。</p>
<p>例如，<a href="https://www.outdoorvoices.com/" target="_blank" rel="nofollow noopener noreferrer">Outdoor Voices</a>向不活跃的订阅者提供20美元（约140元人民币），用于超过100美元（约700元人民币）的在线购买。</p>
<div style="text-align: center;" data-mce-style="text-align: center;"><img class="block block--bordered" src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_13.jpg?v=1732172082" alt="一封向不活跃的订阅者提供20美元（约140元人民币）用于超过100美元（约700元人民币）在线购买的邮件" style="float: none;" data-mce-style="float: none;" data-mce-src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_13.jpg?v=1732172082" loading="lazy"></div>
<p>改善挽回邮件的方式：</p>
<ul>
<li>
<strong>提前测试，以免错失商机。</strong>分割测试这些邮件，以找出你可以提供的最低金额，而不会失去转化。你能否以5%而不是10%来应对？也许10%而不是15%？</li>
<li>
<strong>在90天不活动后，前景不妙。</strong>如果某人三个月没有购买，返回购买的可能性并不大。尽管这确实取决于你的商店和行业。有些商店的销售周期较长。只需注意，你可能会在90天后开始经历收益递减。</li>
</ul>
<h4><strong>推荐邮件活动</strong></h4>
<p>推荐邮件是电商企业传播品牌和产品信息的绝佳方式。研究表明，几乎有<a href="https://www.marketingcharts.com/cross-media-and-traditional/word-of-mouth-225060" target="_blank" rel="nofollow noopener noreferrer">90%的消费者</a>信任来自他们认识的人的推荐，胜过在线评论和传统广告。</p>
<p>如果你查看下面的示例，<a href="https://www.meundies.com/" target="_blank" rel="nofollow noopener noreferrer">MeUndies</a>为任何客户推荐的品牌提供20%的推荐优惠券。此外，品牌还给予推荐客户每次成功销售的20美元（约140元人民币）奖励。</p>
<div style="text-align: center;"><img class="block block--bordered" style="float: none;" alt="在这封邮件中，MeUndies为任何客户推荐的品牌提供20%的推荐优惠券" src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_14.jpg?v=1732172082" loading="lazy"></div>
<p>改善推荐邮件的方式：</p>
<ul>
<li>
<strong>有一个好的标题/主题行。</strong>使其清晰明了，易于让人看到你所提供的内容。个性化也会使你的标题更具吸引力。</li>
<li>
<strong>提供良好的激励。</strong>良好的激励将对你的推荐计划产生良好效果。优惠券或免费试用可以大大帮助你向新受众介绍你的业务。</li>
</ul>
<h4><strong>调查邮件</strong></h4>
<p>来自客户群体的反馈对改善你的业务至关重要。调查邮件帮助你收集数据，以获取和留住客户。</p>
<p>如果你考虑扩展或向你的产品或服务中添加新内容，可以进行投票，以了解客户希望哪些产品。你还可以使用调查来了解客户喜欢的竞争对手，并询问他们原因。</p>
<p>调查邮件的好处在于，你可以向客户群体询问你一直想知道的任何事情。</p>
<p>看看<a href="https://www.handy.com/" target="_blank" rel="nofollow noopener noreferrer">Handy</a>。它使用简单的单问题投票，并以有趣的方式呈现，以了解哪些清洁服务在客户群体中更受欢迎。利用这些信息，它可以安排推动某些服务的优惠或利用需求。</p>
<div style="text-align: center;"><img class="block block--bordered" style="float: none;" alt="在这封邮件中，Handy使用简单的单问题投票，以了解哪些清洁服务在客户群体中更受欢迎" src="https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_15.jpg?v=1732172082" loading="lazy"></div>
<p>改善调查邮件的方式：</p>
<ul>
<li>
<strong>让你的主题行引人注目且有趣。</strong>使用动词和邀请性文本，鼓励客户参与你的调查。</li>
<li>
<strong>说明所需时间和你提供的激励。</strong>明确客户在调查中会花费多少时间——可能是一个问题或一个小时的工作。包括与客户花费的时间相等的激励。</li>
<li>
<strong>创造紧迫感。</strong>给调查设定截止日期将防止客户拖延填写调查，使你能够及时获得所需数据。</li>
</ul>
<h2 id="3"><strong>为什么电子邮件营销是电商成功的关键</strong></h2>
<p>网站流量的现实是，即使是高度针对性的流量，大多数新访客也不会再回来。建立电子邮件列表并发送引人注目的广播为你保留了你辛苦获得的流量提供了一种方式。</p>
<p>如果你的<a href="/zh/online-store" target="_blank">在线商店</a>还没有花时间采用电子邮件营销，你可能正在错失收入。以下是考虑在你的电商营销组合中使用电子邮件的四个理由。</p>
<h3><strong>电子邮件让你建立持续的客户关系</strong></h3>
<p>搜索引擎和社交媒体平台非常适合让未来客户发现你，但电子邮件仍然是维护和加强现有关系的最佳方式。</p>
<p>根据<a href="https://knowledgebase.constantcontact.com/articles/KnowledgeBase/5409-average-industry-rates?lang=en_US" target="_blank" rel="nofollow noopener noreferrer">Constant Contact</a>的数据，平均电子邮件打开率为33.02%，平均点击率为1.37%，平均跳出率为10.07%。</p>
<p>电子邮件在鼓励客户进行第二次及后续购买方面也发挥着关键作用。客户回头对许多企业来说很重要，因为这可以降低他们获取客户的平均成本。</p>
<h3><strong>电子邮件在推动销售方面极为有效</strong></h3>
<p>当然，某些企业（和产品）与电子邮件营销特别契合，回报从来没有保证。但多年来，类似的研究描绘了同样的画面：电子邮件是一种高效的渠道，通常超越其他替代方案。</p>
<p>Shopify 数据显示，在黑色星期五和网络星期一期间，电子邮件作为渠道的平均订单转化率最高。</p>
<p>更重要的是，Campaign Monitor 报告称，<a href="https://www.campaignmonitor.com/resources/guides/the-state-of-small-business-marketing/#one" target="_blank" rel="nofollow noopener noreferrer">64%的小型企业</a>将电子邮件作为其主要的获取和留存渠道。电子邮件营销在驱动首次销售和从最有价值的客户中解锁更多收入方面相对独特。</p>
<h3><strong>电子邮件可以影响三大增长乘数</strong></h3>
<p>大多数追求获取“银弹”的企业家通常会感到失望，并发现获取客户的成本迅速上升。</p>
<p>营销专家杰·阿布拉罕(Jay Abraham)是最早普及只有三种方式来增加收入的想法之一：增加客户总数（C）、增加每位客户的购买总数（购买频率，或 F），或增加<a href="/zh/blog/average-order-value" target="_blank">平均订单价值</a>（AOV）。</p>
<p>电商电子邮件营销提供了一种可行的方式，帮助你摆脱获取客户的竞争，因为它可以同时影响所有三大增长乘数：</p>
<ul>
<li>自动欢迎和放弃购物车邮件可以提高转化率（C）</li>
<li>回馈或挽回活动可以增加客户的购买次数（F）</li>
<li>生命周期活动和广播可以自动向合适的客户突出高价值产品（AOV）</li>
</ul>
<p>系统性关注这三个领域将进一步复合你的结果，这也是为什么在发展电商业务时创建一个有意识的<a href="/blog/email-marketing-teardown" target="_blank">电子邮件营销策略</a>是值得的最大原因之一。</p>
<h3><strong>电子邮件不受第三方守门人的影响</strong></h3>
<p>电子邮件不受集中平台的任性影响，在这些平台上，算法的意外调整可能完全破坏分发策略。</p>
<p>相比之下，Facebook页面有机覆盖率自2018年以来一直在<a href="https://blog.hootsuite.com/organic-reach-declining/" target="_blank" rel="nofollow noopener noreferrer">下降</a>，因为该平台继续专注于推广来自朋友和家人的内容。</p>
<p>同样，提升在谷歌的搜索排名变得越来越困难，广告和答案框导致<a href="https://sparktoro.com/blog/in-2020-two-thirds-of-google-searches-ended-without-a-click/" target="_blank" rel="nofollow noopener noreferrer">无点击搜索的明显增加</a>，尤其是在移动设备上。比以往任何时候都更重要的是，如果你想在这些平台上接触到客户，你可能被迫支付——而这些费用也在增加。</p>
<h2 id="4"><strong>创建成功的电商电子邮件营销策略</strong></h2>
<h3><strong>1. 选择电子邮件服务提供商（ESP）</strong></h3>
<p>有许多强大且具有成本效益的<a href="/blog/email-marketing-services" target="_blank">电子邮件营销服务</a>可供选择，因此不要被“完美”的选择所困扰。你可以随时更换提供商。</p>
<p>相反，选择一个评价良好的ESP，符合你的需求（例如，定价、拖放编辑器、电子邮件模板等），然后开始发送电子邮件并推动销售。</p>
<p>对于 Shopify 客户，<a href="https://apps.shopify.com/shopify-email" target="_blank">Shopify Email</a>与你的 Shopify 商店集成，使创建、发送和与客户互动变得快速而简单。</p>
<p>电子邮件客户端如<a href="https://apps.shopify.com/klaviyo-email-marketing" target="_blank">Klaviyo</a>、<a href="https://apps.shopify.com/privy" target="_blank">Privy</a>和<a href="https://apps.shopify.com/omnisend" target="_blank">Omnisend</a>是其他流行的应用程序，它们与 Shopify 集成，作为客户关系管理（CRM）平台。查看我们在<a href="https://apps.shopify.com/collections/top-email-apps" target="_blank">Shopify应用商店</a>上的电子邮件应用推荐完整列表。</p>
<h3><strong>2. 开始建立你的电子邮件列表</strong></h3>
<p>问任何在线企业主他们最大的营销遗憾，许多人会告诉你，他们没有从第一天开始收集电子邮件地址。吸取这个常见错误的教训，尽快开始增长你的订阅者列表，甚至在你启动业务之前。</p>
<p>在你开始<a href="/blog/build-email-list" target="_blank">建立电子邮件列表</a>之前，关键是要知道你需要获得许可，以便在未来与潜在客户和客户进行跟进。为此，订阅者需要“选择加入”以接收你的信息，并且有多种方法可以鼓励他们这样做。</p>
<h4><strong>如何快速建立电子邮件列表</strong></h4>
<p>在这个视频中，我们介绍了六种策略，可以帮助你快速免费建立电子邮件列表，即使你是从零开始。</p>
<p><a href="https://www.youtube.com/watch?v=6luxPkiY0VE&amp;embeds_euri=https%3A%2F%2Fwww.shopify.com%2F&amp;source_ve_path=MjM4NTE&amp;feature=emb_title" target="_blank">如何从零开始建立电子邮件列表（电子邮件营销教程）</a></p>
<h4><strong>设置预发布页面</strong></h4>
<p>虽然真实的产品验证需要付费客户，但充满潜在客户的活跃电子邮件列表是一个接近的第二选择。</p>
<p>在你的域名上设置一个基本的着陆页，邀请访问者通过输入他们的电子邮件地址来保持信息更新。不要乞求——写出描述你即将推出的产品令人兴奋的文案，并在适当的地方为早期采用者提供强有力的激励（例如，早鸟客户在发布日享受20%的折扣）。</p>
<h4><strong>从销售和客户账户收集电子邮件</strong></h4>
<p>客户账户对企业非常有价值，因为它们要求购物者分享相关信息——包括他们的电子邮件地址。它们还使购买历史更易于跟踪。</p>
<p>在客户首次下单后提供创建账户的选项。如果你使用 Shopify，<a href="https://help.shopify.com/en/manual/customers/customer-accounts" target="_blank">客户账户是可选的</a>，你可以在客户完成购买后直接邀请他们激活账户。</p>
<h4><strong>在你的网站上放置选择加入表单</strong></h4>
<p>为了扩大你的列表，你需要直接询问人们是否愿意注册。因此，最好的询问地点是他们已经参与的相关页面。只需确保你没有妨碍网站的设计，留下不好的第一印象。</p>
<p>尝试首先在以下位置放置你的注册表单：</p>
<ul>
<li>
<strong>你的页面头部、导航或页脚。</strong>虽然这些位置的整体转化率可能低于专门的着陆页，但随着时间的推移，它们产生的订阅者数量将会累积。</li>
<li>
<strong>你的关于我们页面。</strong>如果你的关于我们页面成功传达了公司的愿景，那么它就是鼓励客户订阅的绝佳场所。</li>
<li>
<strong>你的博客或资源页面。</strong>在你的博客中，内嵌或侧边栏的目标选择加入表单可以帮助将他们推向漏斗的下游。</li>
<li>
<strong>弹出表单</strong>。退出意图弹出窗口仅在访问者将鼠标移动到网站的搜索框或返回按钮时显示，给你第二次机会收集他们的电子邮件。尝试在 Shopify 应用商店中使用<a href="https://apps.shopify.com/privy" target="_blank">Privy</a>或<a href="https://apps.shopify.com/justuno-social-email-leads" target="_blank">Justuno</a>等应用来创建你的弹出窗口。</li>
</ul>
<h4><strong>通过引导磁铁加速注册</strong></h4>
<p>在线企业往往假设接收通讯的想法足以吸引人们订阅。营销是关于信息和测量的，而“获取我们的每周邮件”并不是一个引人注目的信息。</p>
<p>为了提高吸引力，考虑创建一个真实的优惠，作为访客分享他们电子邮件的附加激励。以下是一些经过验证的方法：</p>
<ul>
<li>
<strong>提供独家优惠和折扣。</strong>如果折扣能够留住原本就会流失的潜在客户，那么它们通常是合理的，这意味着它们可以成为客户留下电子邮件的强大动机。</li>
<li>
<strong>举办抽奖或比赛。</strong>虽然比赛可能会带来大量注册，但固有的缺点是你吸引到的人是寻找免费物品的。使用<a href="https://apps.shopify.com/search?q=contest" target="_blank">比赛应用</a>突破噪音，或为你的列表启动，但不要依赖它们来长期增长一个活跃的受众。</li>
<li>
<strong>提供教育内容的访问。</strong>制作一份包含目标客户实际价值的免费内容，让他们处于购买心态。最佳转化的引导磁铁提供客户可以立即应用的内容，并突出你的产品可以填补的空白。</li>
</ul>
<h4><strong>亲自索要电子邮件</strong></h4>
<p>如果你通过快闪店销售产品，接受朋友的一次性订单，或者已经有实体店面，你会遇到许多机会直接询问客户的电子邮件。</p>
<p>同样的想法适用于实体行动号召：包装插入和随订单发送的小卡片，可以包括折扣或优惠，鼓励客户再次光顾。或者，使用<a href="/tools/qr-code-generator" target="_blank">QR码</a>，扫描后将客户带到你的电商网站上的单独着陆页。</p>
<h3><strong>3. 合法发送电子邮件</strong></h3>
<p>你与电子邮件列表建立的关系需要基于许可；不仅仅是从营销的角度，还有法律的角度。</p>
<p>电子邮件推广是“许可营销”的一个例子——这是营销专家和畅销书作者赛思·戈丹(Seth Godin)提出的一个术语——这意味着人们可以随时选择加入或退出与品牌的关系。如果你忽视法律，可能会面临严重的罚款。</p>
<p>熟悉以下规则和法规：</p>
<ul>
<li>
<a href="https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-business" target="_blank" rel="nofollow noopener noreferrer">CAN-SPAM</a>。控制非请求色情和营销法案。CAN-SPAM 设定了商业电子邮件的规则。</li>
<li>
<a href="https://ec.europa.eu/commission/priorities/justice-and-fundamental-rights/data-protection/2018-reform-eu-data-protection-rules_en" target="_blank" rel="nofollow noopener noreferrer">GDPR</a>。通用数据保护条例旨在保护欧盟内个人的个人数据。</li>
<li>
<a href="https://crtc.gc.ca/eng/internet/anti.htm" target="_blank" rel="nofollow noopener noreferrer">CASL</a>。加拿大反垃圾邮件法有助于保护加拿大人，同时确保企业能够继续在全球市场中竞争。</li>
</ul>
<p>免责声明：本指南中分享的材料仅供信息参考，并不构成法律建议。如果你对发送电子邮件的合法性有任何具体问题，请咨询专门研究该领域的律师。</p>
<h2 id="5"><strong>如何跟踪电商电子邮件营销的表现</strong></h2>
<h3><strong>1. 列表规模和增长</strong></h3>
<p>你的电子邮件列表越大，你能够接触到的潜在客户就越多，从而推动销售。使用你的电子邮件服务提供商跟踪此指标，查看你在每周或每月之间添加了多少新订阅者，或在你最近的广播邮件之间。</p>
<h3><strong>2. 打开率和点击率</strong></h3>
<p>打开率是一个百分比，告诉你在活动中成功发送的电子邮件中有多少被订阅者打开。标准的打开率在<a href="https://mailchimp.com/resources/email-marketing-benchmarks/" target="_blank" rel="nofollow noopener noreferrer">20%</a>到<a href="https://knowledgebase.constantcontact.com/articles/KnowledgeBase/5409-average-industry-rates?lang=en_US" target="_blank" rel="nofollow noopener noreferrer">33%</a>之间。你会注意到，当你刚开始时，打开率通常会更高。</p>
<p>点击率是一个百分比，告诉你在活动中成功发送的电子邮件中有多少至少有一次点击。标准的点击率通常是你在线商店转化率的两到三倍，平均略低于3%，这是 <a href="https://mailchimp.com/resources/email-marketing-benchmarks/" target="_blank" rel="nofollow noopener noreferrer">Mailchimp的数据</a>。</p>
<p>虽然打开率和点击率衡量的是不同的行为，但它们共同告诉你关于你的电子邮件吸引力的信息。当数字不平衡时——例如，如果很多人打开了一封电子邮件，但很少有人点击行动号召——你可以看到哪些改进是值得进行的。</p>
<p>了解更多：<a href="/blog/email-marketing-best-practices" target="_blank">20条电子邮件营销最佳实践，将活动转化为销售</a></p>
<h3><strong>3. 投递率和列表健康</strong></h3>
<p>硬退回是由于无效地址而返回给发件人的电子邮件。良好的硬退回率应低于<a href="https://www.mailmunch.com/blog/email-bounce-rate" target="_blank" rel="nofollow noopener noreferrer">2%</a>。</p>
<p>垃圾邮件过滤器相对简单。电子邮件的评分因素有很多。如果电子邮件的评分过高，邮件服务器会将其标记为垃圾邮件。</p>
<p>一般来说，你需要避免：</p>
<ul>
<li>使用全大写字母、感叹号和“免费”等触发词</li>
<li>大图像伴随很少的文本，因为许多垃圾邮件过滤器无法识别图像</li>
<li>向多年未妥善维护的旧列表发送电子邮件</li>
</ul>
<p>人类垃圾邮件过滤器则更复杂。如果你持续被报告为垃圾邮件发送者，你将损害所有订阅者的投递率。</p>
<p>避免购买列表或在没有明确许可的情况下发送电子邮件，模糊不清地说明你何时会发送邮件，隐藏取消订阅选项或使取消订阅过程不必要地困难，或在你的列表中保留未参与、未激活的潜在客户或客户。</p>
<h3><strong>4. A/B 测试结果</strong></h3>
<p>A/B 测试让你可以自信地发送高效的电子邮件，通过先在较小的订阅者群体中测试特定的信息、设计和行动号召。</p>
<p>进行<a href="/zh/blog/the-complete-guide-to-ab-testing" target="_blank">A/B 测试</a>意味着划分三组接收者：A组、B组和C组。在向A组和B组发送两种电子邮件变体后，你将使用分析数据决定哪种信息通过产生更多的参与或销售表现更好。然后，你将把获胜的版本，无论是A还是B，发送给最终的接收者池（C）。</p>
<h3><strong>5. 收入</strong></h3>
<p>你商店总收入的百分之多少可以归因于电子邮件营销？在他的Shopify学院课程中，AutoAnything的首席执行官德鲁·萨诺基(Drew Sanocki)表示，他看到许多成功的商店约有20%的总收入来自他们的电子邮件渠道。</p>
<h3><strong>使用绿灯基准的价值</strong></h3>
<p>跟踪你在任何渠道上的营销表现至关重要，但过于关注<a href="/zh/blog/email-marketing-metrics" target="_blank">电子邮件营销指标</a>容易让人分心。</p>
<p>相反，考虑以“绿灯基准”为目标，这是拉米特·塞西(<a href="https://www.iwillteachyoutoberich.com/blog/" target="_blank" rel="nofollow noopener noreferrer">Ramit Sethi</a>)提出的概念。一旦你达到了某个阈值（例如，Sanocki的基准如下），就给自己一个绿灯，继续其他事情：</p>
<ul>
<li>20%的打开率，表明你正在向合适的人发送相关电子邮件，并使用有趣的主题行。</li>
<li>5%的点击率，表明你电子邮件中的内容和优惠足够吸引人。</li>
<li>20%的总商店收入来自电子邮件营销，表明电子邮件营销作为一个渠道正在有效地转化首次客户并向现有客户进行追加销售，值得进一步投资。</li>
</ul>
<p><strong>额外提示：</strong>Drew Sanocki 还创建了一个<a href="https://cdn.shopify.com/s/files/1/0070/7032/files/Email_Marketing_Metrics_Tracking.xlsx?v=1711150752" target="_blank" rel="nofollow noopener noreferrer">简单的免费模板</a>，你可以用来跟踪你初始电子邮件营销活动的单独表现。</p>
<h2 id="6"><strong>生命周期自动化：电商电子邮件营销的下一个阶段</strong></h2>
<p>电子邮件营销信息通过相关性增强其效力，这意味着根据客户的现有行为发送电子邮件。我们可以通过 RFM 来实现——这是一个数据库营销术语，帮助定义客户分类：</p>
<ul>
<li>
<strong>最近性</strong>是自订阅者或客户最后一次购买以来的天数。R0 是今天购买的。R365 是一年前购买的。</li>
<li>
<strong>频率</strong>是订阅者或客户购买的总次数。F0 从未下过订单。F10 已下过10次订单。</li>
<li>
<strong>货币价值</strong>是客户的总支出——所有订单的总和。</li>
</ul>
<p>虽然可以根据客户的现有行为创建几乎无限数量的细分，但在概述客户生命周期时，有五个基本分类可以首先开始：</p>
<h3><strong>细分 1：新订阅者</strong></h3>
<p>你与新订阅者的目标是建立信任，介绍你的产品，并促使他们进行首次购买。换句话说，建立一种关系，使他们从 F0（无购买）转变为 F1（首次购买）。</p>
<h3><strong>细分 2：一次性购买者</strong></h3>
<p>由于高<a href="/zh/blog/customer-acquisition-cost" target="_blank">客户获取成本</a>，大多数零售商在首次购买（F1）时收支平衡，只有在<a href="/blog/customer-retention-strategies" target="_blank">重复购买</a>时才能产生利润。然而，如果你今天查看所有客户，可能会发现80%到90%是单次购买的，边际盈利的客户。</p>
<p>改善这一领域将为你带来收益。回馈邮件是一个理想的活动，或是针对刚刚购买的产品提供相关产品优惠的活动。</p>
<h3><strong>细分 3：VIP客户</strong></h3>
<p>你的“鲸鱼”是那些向你进行大量或持续购买的客户。这些客户的价值很高，更重要的是，他们通常不需要折扣就能回头。</p>
<p>为了吸引这些客户，采用有针对性的电子邮件活动来迎合他们并保持他们的购买——表达你对他们业务的重视，必要时可以提供特别的忠诚计划等。并且不要忘记收集他们想要购买的反馈，以便你可以在未来向他们出售。</p>
<h3><strong>细分 4：流失客户</strong></h3>
<p>虽然这些客户曾经可能是热情的客户，但由于某种原因，他们现在却不是。</p>
<p>当客户即将流失，可能永远不会再购买时，<a href="/zh/blog/discounts-and-coupons" target="_blank">提供折扣</a>以挽回他们可能是有经济意义的。针对这一细分的完美邮件称为挽回邮件，应该包括一个引人注目的优惠，提供深度折扣以吸引他们回归。</p>
<h3><strong>细分 5：购物车放弃者</strong></h3>
<p>一旦购物车放弃活动到位，测试一系列在两周内发送的邮件。首先从温和的提醒开始，如果无效，再转向更大的激励，如折扣。你会发现，许多恢复的购物车在折扣甚至不需要之前就返回。</p>
<h2 id="7"><strong>发送邮件并通过电商电子邮件营销推动更多销售</strong></h2>
<p>电子邮件营销的最佳之处在于，它是一个低风险的渠道，适合你在初探时进行探索。</p>
<p>开始建立一个基本的电子邮件列表，立即设置你的第一个购物车放弃活动，并慢慢迭代，直到你拥有一个全面的电商电子邮件营销策略。现在没有比这更好的时机开始了。</p>
<div class="marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [&amp;_h2]:!mt-0 [&amp;_h2]:mb-6 [&amp;_h2]:text-t5 [&amp;_h3]:!mt-0 [&amp;_h3]:mb-6 [&amp;_h3]:text-t7 [&amp;_h4]:!mt-0 [&amp;_h4]:mb-6 [&amp;_h4]:text-t8 [&amp;_ul]:!mt-0 [&amp;_ul]:mb-6 [&amp;_ul:last-child]:mb-0 [&amp;_ol]:!mt-0 [&amp;_ol]:mb-6 [&amp;_ol:last-child]:mb-0 [&amp;_p]:!mt-0 [&amp;_p]:mb-6 [&amp;_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [&amp;_[itemscope]]:mb-6 [&amp;_[itemscope]:last-child]:mb-0" id="faq-section">
<div itemtype="https://schema.org/FAQPage" itemscope="">
<h2 id="8">电商电子邮件营销——常见问题</h2>
<div itemtype="https://schema.org/Question" itemprop="mainEntity" itemscope="">
<h3 itemprop="name">电商如何使用电子邮件营销？</h3>
<div itemtype="https://schema.org/Answer" itemprop="acceptedAnswer" itemscope="">
<div itemprop="text">
<p>电商邮件营销是一种聪明的营销策略，通过电子邮件推广在线商店及其产品。电子邮件是与客户沟通的热门渠道，也是电商品牌的有效营销策略。</p>
</div>
</div>
</div>
<div itemtype="https://schema.org/Question" itemprop="mainEntity" itemscope="">
<h3 itemprop="name">电商的不同类型的电子邮件营销是什么？</h3>
<div itemtype="https://schema.org/Answer" itemprop="acceptedAnswer" itemscope="">
<div itemprop="text">
<ul>
<li>交易邮件</li>
<li>促销邮件</li>
<li>生命周期邮件</li>
</ul>
</div>
</div>
</div>
<div itemtype="https://schema.org/Question" itemprop="mainEntity" itemscope="">
<h3 itemprop="name">最佳电子邮件营销工具是什么？</h3>
<div itemtype="https://schema.org/Answer" itemprop="acceptedAnswer" itemscope="">
<div itemprop="text">
<p>Shopify Email工具允许你创建、运行和跟踪电子邮件营销活动。通过它，你可以自定义电子邮件模板，使用来自你商店的产品内容创建美观的电子邮件。</p>
</div>
</div>
</div>
</div>
</div></div></div><div class="border-t tablet-xl:border-[#d4d4d8] my-16 py-6 flex tablet-xl:flex-row justify-between flex-col"><div class="flex items-center tablet-xl:justify-start tablet-xl:flex-row justify-between flex-row-reverse"><div class="h-16 w-16 tablet-xl:mr-4 grow-0 shrink-0 bg-[#D9D9D9] rounded-full overflow-hidden flex justify-center items-center text-white text-xl font-extrabold"><div>SS</div></div><div class="self-center flex flex-col"><div class="gap-x-1 flex flex-wrap text-lg font-aktivgroteskextended leading-[18px] font-bold mb-2"> <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><span itemProp="name">Shopify Staff</span></span></div><div class="text-body-sm text-shade-50">更新时间<!-- --> <time>2024年11月19日</time></div></div></div><div class="xs:border-b tablet-xl:border-0 pb-4"><div class="font-bold text-xs font-aktivgroteskextended uppercase mt-4 tablet-xl:mt-0 tablet-xl:text-right">分享文章</div><ul id=":R5ed4ll5:" class="flex gap-4 mt-4" 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Staff</span></span></div><div class="text-body-sm text-shade-50">更新时间<!-- --> <time>2024年11月19日</time></div><div id="blog-side-banners"><div class="mt-[640px] border-t border-shade-30 pt-6 hidden" data-priority="2" data-component-name="blog-CTA-sidebar-email"><p class="richtext text-xl mb-2 font-aktivgroteskextended">随时掌握 Shopify 最新动态</p><p class="richtext text-sm mb-4">免费获取开展电子商务业务的技巧、灵感和资源。所有这些资源都会直接发送到您的收件箱。</p><form action="/zh/blog/api/subscribe" id=":Rcrd4ll5H2:" method="post"><div id=":Rcrd4ll5:" data-component-name="waitlist-form-input-wrapper" class="[&amp;_input]:rounded-full [&amp;_input]:border-shade-3 [&amp;_input]:mb-1 [&amp;_input]:pl-4 [&amp;_input]:border-solid [&amp;_input]:border [&amp;_input]:border-shade-30 [&amp;_input]:text-xs tablet-xl:[&amp;_input]:text-base [&amp;_div]:text-xs tablet-xl:[&amp;_div]:text-base [&amp;_button]:bg-black [&amp;_button]:text-white [&amp;_button]:h-14 [&amp;_button]:text-lg [&amp;_button]:text-lg [&amp;_button]:hover:bg-[#3f3f46]  [&amp;_button]:active:bg-[#71717a]"><label for="email-input-:Rcrd4ll5H1:" class="sr-only">输入电子邮件地址</label><input id="email-input-:Rcrd4ll5H1:" class="text-shade-70 h-14 w-full bg-transparent outline-none placeholder:text-black placeholder:font-normal" type="email" spellcheck="false" autoComplete="email" name="email" placeholder="输入电子邮件地址"/><input type="hidden" name="subscriptionId" value="DE84EF61-2A02-4778-8807-F01B108DE974"/><input type="hidden" name="signup_page" value="/zh/blog/email-marketing"/><input type="hidden" name="locale" value="zh-Hans-US"/><input type="hidden" name="blogHandle" value="blog"/><input type="hidden" name="form_type" value="subscribe"/><div class="hidden sm:block"><button type="submit" class="inline-block self-center overflow-hidden max-w-full px-button-px ring-inset rounded-button font-button-font font-button-weight tracking-button-tracking transition-all duration-150 focus-visible:outline-2 focus-visible:outline-offset-2 focus-visible:outline-state-focus focus-visible:outline disabled:hover-ring-0 md:py-button-lg-py text-button-lg-size border-2 text-button-light-secondary-text bg-button-light-secondary-bg border-button-light-secondary-border ring-button-light-secondary-border hover:text-button-light-secondary-text-hover hover:ring-button-light-secondary-border-hover focus:text-button-light-secondary-text-focus focus:border-button-light-secondary-border-focus focus:ring-button-light-secondary-border-focus active:text-button-light-secondary-text-active active:border-button-light-secondary-border-active active:ring-button-light-secondary-border-active disabled:text-button-light-secondary-text-disabled disabled:bg-button-light-secondary-bg-disabled disabled:border-button-light-secondary-border-disabled disabled:ring-button-light-secondary-border-disabled w-full mt-2 sm:mt-0 md:text-base py-4 sm:py-3 md:px-7 disabled:!bg-[#e5e7eb] whitespace-nowrap hover:border-white hover:ring-0 hover:bg-[#62ba6b] focus:bg-[#00740B] active:bg-[#00740B] border-none" data-component-name="join-waitlist-form-button">订阅</button></div></div><div class="block w-full sm:hidden"><button type="submit" class="inline-block self-center overflow-hidden max-w-full px-button-px ring-inset rounded-button font-button-font font-button-weight tracking-button-tracking transition-all duration-150 focus-visible:outline-2 focus-visible:outline-offset-2 focus-visible:outline-state-focus focus-visible:outline disabled:hover-ring-0 md:py-button-lg-py text-button-lg-size border-2 text-button-light-secondary-text bg-button-light-secondary-bg border-button-light-secondary-border ring-button-light-secondary-border hover:text-button-light-secondary-text-hover hover:ring-button-light-secondary-border-hover focus:text-button-light-secondary-text-focus focus:border-button-light-secondary-border-focus focus:ring-button-light-secondary-border-focus active:text-button-light-secondary-text-active active:border-button-light-secondary-border-active active:ring-button-light-secondary-border-active disabled:text-button-light-secondary-text-disabled disabled:bg-button-light-secondary-bg-disabled disabled:border-button-light-secondary-border-disabled disabled:ring-button-light-secondary-border-disabled w-full mt-2 sm:mt-0 md:text-base py-4 sm:py-3 md:px-7 disabled:!bg-[#e5e7eb] whitespace-nowrap hover:border-white hover:ring-0 hover:bg-[#62ba6b] focus:bg-[#00740B] active:bg-[#00740B] border-none" data-component-name="join-waitlist-form-button">订阅</button></div><input class="sr-only" id=":Rtcrd4ll5:" name="address" aria-label="address"/></form><p class="richtext text-xs mt-2 text-shade-60">输入您的电子邮件地址即表示您同意接收来自 Shopify 的营销电子邮件。</p></div><div class="bg-[#EEFAB3] mt-[640px] hidden" data-priority="1" data-component-name="blog-CTA-seasonal-email"><div class="p-4 pb-0"><img src="https://cdn.shopify.com/b/shopify-brochure2-assets/c8790c0f3c1fa91ccc845e45ce067bbe.png" alt="start-free-trial"/></div><div class="p-4"><p class="richtext color-black tracking-[-0.02em] text-2xl font-aktivgroteskextended mb-4 uppercase font-semibold">利用 POS，把握所有销售商机。</p><a href="https://accounts.shopify.com/store-create?locale=zh-CN&amp;language=zh-Hans&amp;signup_page=https%3A%2F%2Fwww.shopify.com%2Fzh%2Fblog%2Femail-marketing&amp;signup_types%5B%5D=paid_trial_experience" class="inline-block self-center overflow-hidden max-w-full px-button-px py-button-py ring-inset rounded-button font-button-font font-button-weight tracking-button-tracking transition-all duration-150 focus-visible:outline-2 focus-visible:outline-offset-2 focus-visible:outline-state-focus focus-visible:outline border-2 text-button-light-primary-text bg-button-light-primary-bg border-button-light-primary-border ring-button-light-primary-border hover:text-button-light-primary-text-hover hover:bg-button-light-primary-bg-hover hover:border-button-light-primary-border-hover hover:ring-button-light-primary-border-hover focus:text-button-light-primary-text-focus focus:bg-button-light-primary-bg-focus focus:border-button-light-primary-border-focus focus:ring-button-light-primary-border-focus active:text-button-light-primary-text-active active:bg-button-light-primary-bg-active active:border-button-light-primary-border-active active:ring disabled:text-button-light-primary-text-disabled disabled:bg-button-light-primary-bg-disabled disabled:border-button-light-primary-border-disabled disabled:ring-button-light-primary-border-disabled text-base" data-component-name="button" target="">开始免费试用</a><p class="richtext text-[0.625rem] text-black pt-2"></p></div></div></div></div></div></div></div><div itemProp="publisher" itemscope="" itemType="https://schema.org/Organization"><meta itemProp="name" content="Shopify"/><div itemProp="logo" itemscope="" itemType="https://schema.org/ImageObject"><meta itemProp="url" content="https://cdn.shopify.com/assets/images/logos/shopify_logo_black.png"/><meta itemProp="width" content="210"/><meta itemProp="height" content="60"/></div></div></article><div class="grid md:grid-cols-2"><div class="relative overflow-hidden"><img class="h-full w-full object-cover absolute top-0 left-0 bottom-0" src="https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420&amp;originalHeight=1040" alt="subscription banner" loading="lazy" decoding="async" width="1420" height="1040" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420&amp;originalHeight=1040&amp;width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420&amp;originalHeight=1040&amp;width=400 400w, https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420&amp;originalHeight=1040&amp;width=600 600w, https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420&amp;originalHeight=1040&amp;width=800 800w, https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420&amp;originalHeight=1040&amp;width=1000 1000w, https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420&amp;originalHeight=1040&amp;width=1200 1200w, https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420&amp;originalHeight=1040&amp;width=1400 1400w"/></div><div class="flex bg-black"><div class="text-left desktop:mx-10 self-center py-16 md:py-28 mx-10 md:mx-0 md:px-4 desktop:px-8"><div class="text-left text-section-dark-text [&amp;_span]:font-aktivgroteskextended [&amp;_span]:text-left tablet-xl:[&amp;_span]:text-[40px] [&amp;_span]:leading-[48px] [&amp;_span]:font-medium [&amp;_span]:tracking-normal [&amp;_p]:text-white [&amp;_p]:text-left [&amp;_p]:text-lg [&amp;_p]:leading-[26px] [&amp;_p]:font-normal [&amp;_p]:tracking-tight [&amp;_p]:pb-6" data-mode="dark" data-component-name="heading-group"><span class="richtext text-t2 text-balance">随时掌握 Shopify 最新动态</span><p class="richtext text-body-lg opacity-body pt-sm">订阅我们的博客，即可免费获取开展电子商务业务的技巧、灵感和资源。所有这些资源都会直接发送到您的收件箱。</p></div><div class="[&amp;_p]:text-left [&amp;_p]:text-xs [&amp;_p]:leading-[18px] [&amp;_p]:pt-xs [&amp;_button]:mt-[3px]" data-mode="dark" data-center="false"><form action="/zh/blog/api/subscribe" id=":R3q4ll5H2:" method="post" class="flex w-full flex-col justify-center sm:w-[406px] [&amp;_button]:bg-[#7BE986] items-start text-white"><div id=":R3q4ll5:" data-component-name="waitlist-form-input-wrapper" class="box-border flex h-14 w-full justify-between rounded-full border border-shades-60 border-[#52525B] pl-6 pr-1 items-start text-white bg-white"><label for="email-input-:R3q4ll5H1:" class="sr-only">在此处输入电子邮件地址</label><input id="email-input-:R3q4ll5H1:" class="text-shade-70 h-14 w-full bg-transparent outline-none placeholder:text-black placeholder:font-normal" type="email" spellcheck="false" autoComplete="email" name="email" placeholder="在此处输入电子邮件地址"/><input type="hidden" name="subscriptionId" value="DE84EF61-2A02-4778-8807-F01B108DE974"/><input type="hidden" name="signup_page" value="/zh/blog/email-marketing"/><input type="hidden" name="locale" value="zh-Hans-US"/><input type="hidden" name="blogHandle" value="blog"/><input type="hidden" name="form_type" value="subscribe"/><div class="hidden sm:block"><button type="submit" class="inline-block self-center overflow-hidden max-w-full px-button-px ring-inset rounded-button font-button-font font-button-weight tracking-button-tracking transition-all duration-150 focus-visible:outline-2 focus-visible:outline-offset-2 focus-visible:outline-state-focus focus-visible:outline disabled:hover-ring-0 md:py-button-lg-py text-button-lg-size border-2 text-button-light-secondary-text bg-button-light-secondary-bg border-button-light-secondary-border ring-button-light-secondary-border hover:text-button-light-secondary-text-hover hover:ring-button-light-secondary-border-hover focus:text-button-light-secondary-text-focus focus:border-button-light-secondary-border-focus focus:ring-button-light-secondary-border-focus active:text-button-light-secondary-text-active active:border-button-light-secondary-border-active active:ring-button-light-secondary-border-active disabled:text-button-light-secondary-text-disabled disabled:bg-button-light-secondary-bg-disabled disabled:border-button-light-secondary-border-disabled disabled:ring-button-light-secondary-border-disabled w-full mt-2 sm:mt-0 md:text-base py-4 sm:py-3 md:px-7 disabled:!bg-[#e5e7eb] whitespace-nowrap hover:border-white hover:ring-0 hover:bg-[#62ba6b] focus:bg-[#00740B] active:bg-[#00740B] border-none" data-component-name="join-waitlist-form-button">订阅</button></div></div><div class="block w-full sm:hidden"><button type="submit" class="inline-block self-center overflow-hidden max-w-full px-button-px ring-inset rounded-button font-button-font font-button-weight tracking-button-tracking transition-all duration-150 focus-visible:outline-2 focus-visible:outline-offset-2 focus-visible:outline-state-focus focus-visible:outline disabled:hover-ring-0 md:py-button-lg-py text-button-lg-size border-2 text-button-light-secondary-text bg-button-light-secondary-bg border-button-light-secondary-border ring-button-light-secondary-border hover:text-button-light-secondary-text-hover hover:ring-button-light-secondary-border-hover focus:text-button-light-secondary-text-focus focus:border-button-light-secondary-border-focus focus:ring-button-light-secondary-border-focus active:text-button-light-secondary-text-active active:border-button-light-secondary-border-active active:ring-button-light-secondary-border-active disabled:text-button-light-secondary-text-disabled disabled:bg-button-light-secondary-bg-disabled disabled:border-button-light-secondary-border-disabled disabled:ring-button-light-secondary-border-disabled w-full mt-2 sm:mt-0 md:text-base py-4 sm:py-3 md:px-7 disabled:!bg-[#e5e7eb] whitespace-nowrap hover:border-white hover:ring-0 hover:bg-[#62ba6b] focus:bg-[#00740B] active:bg-[#00740B] border-none" data-component-name="join-waitlist-form-button">订阅</button></div><input class="sr-only" id=":R7bq4ll5:" name="address" aria-label="address"/></form><p class="richtext text-body-sm pt-sm sm:w-[406px] w-full items-left text-white">随时取消订阅。输入您的电子邮件地址，即表示您同意接收来自 Shopify 的营销电子邮件。</p></div></div></div></div></section><div class="relative overflow-hidden bg-blog-bannerBg py-10 tablet-xl:py-20" data-component-name="cta-footer-banner"><div class="container relative flex flex-col items-center text-center py-10 tablet-xl:py-16"><span class="richtext uppercase font-medium font-aktivgroteskextended mb-2 text-[28px] tablet-xl:text-[42px] desktop:text-[48px] max-w-[600px] tablet-xl:mb-6 leading-[36px] tablet-xl:leading-[46px] desktop:leading-[56px]">使用 Shopify 开展全渠道销售</span><p class="richtext max-w-[680px] text-body-base tablet-xl:text-body-lg mb-2 tablet-xl:mb-9">随时随地学习。免费试用 Shopify，探索您开创、经营和扩展业务所需的全部工具。</p><div data-component-name="button-group" class="text-base relative z-20" data-mode="light"><div class="flex gap-y-sm flex-wrap gap-x-sm justify-center"><a href="https://accounts.shopify.com/store-create?locale=zh-CN&amp;language=zh-Hans&amp;signup_page=https%3A%2F%2Fwww.shopify.com%2Fzh%2Fblog%2Femail-marketing&amp;signup_types%5B%5D=paid_trial_experience" class="inline-block self-center overflow-hidden max-w-full px-button-px py-button-py ring-inset rounded-button font-button-font font-button-weight tracking-button-tracking transition-all duration-150 focus-visible:outline-2 focus-visible:outline-offset-2 focus-visible:outline-state-focus focus-visible:outline md:px-button-lg-px md:py-button-lg-py text-button-lg-size border-2 text-button-light-primary-text bg-button-light-primary-bg border-button-light-primary-border ring-button-light-primary-border hover:text-button-light-primary-text-hover hover:bg-button-light-primary-bg-hover hover:border-button-light-primary-border-hover hover:ring-button-light-primary-border-hover focus:text-button-light-primary-text-focus focus:bg-button-light-primary-bg-focus focus:border-button-light-primary-border-focus focus:ring-button-light-primary-border-focus active:text-button-light-primary-text-active active:bg-button-light-primary-bg-active active:border-button-light-primary-border-active active:ring disabled:text-button-light-primary-text-disabled disabled:bg-button-light-primary-bg-disabled disabled:border-button-light-primary-border-disabled disabled:ring-button-light-primary-border-disabled" data-component-name="button" data-mode="light" target="">开始免费试用</a></div></div><p class="richtext text-sm mt-2">免费试用 Shopify，无需提供信用卡信息。</p></div></div></div><div class="hidden -top-24 mb-lg [&amp;_label]:text-sm [&amp;_label]:text-white mt-sm mr-sm gap-xl"></div></main><footer class="relative flex flex-col font-sans bg-black text-white" data-component-name="footer" data-viewable-component="true"><section class="container flex flex-col gap-16 py-16 my-0 sm:justify-start sm:pb-16 md:flex-row md:flex-nowrap md:justify-between md:pb-20 md:py-20 md:gap-20 xl:w-full bg-black text-white" data-section-name="footer" data-section-index="1" data-component-name="footer" data-viewable-component="true"><div class="min-w-[100px]"><svg fill="none" role="img" viewBox="0 0 56 64" class="h-[44px]" height="64" data-component-name="shopify-logo"><title>Shopify logo</title><g clip-path="url(#clip0_198_267)"><path d="M37.7102 7.42882C37.7102 7.42882 37.0044 7.6296 35.8448 7.98098C35.6432 7.32843 35.3407 6.57549 34.9374 5.77235C33.6266 3.26255 31.6604 1.90725 29.3414 1.90725C29.1901 1.90725 29.0389 1.90725 28.8372 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class="mt-4 md:mt-6"><li><a class="mt-2 block py-3 text-base font-semi-medium hover:underline md:py-0.5 text-[#E0E0E0] hover:text-white" href="/zh/online" aria-label="在线商店建站工具" data-component-name="在线商店建站工具">在线商店建站工具</a></li><li><a class="mt-2 block py-3 text-base font-semi-medium hover:underline md:py-0.5 text-[#E0E0E0] hover:text-white" href="/zh/website/builder" aria-label="建站工具" data-component-name="建站工具">建站工具</a></li></ul></div></div></div></section><section class="border-t my-0 container max-sm:mx-0 xl:w-full border-white/20 bg-inherit" data-section-name="footer" data-section-index="2" data-component-name="footer" data-viewable-component="true"><div class="flex flex-col items-center justify-center gap-4 py-8 sm:items-start sm:gap-8 lg:flex-row lg:justify-between lg:gap-10 bg-black text-white"><div class="mt-1 flex w-full flex-col items-center justify-center sm:flex-row sm:items-start sm:justify-start sm:gap-8 lg:gap-14"><div class="relative hidden sm:block" 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9.15 34.61 34.61 0 0 0-5-.36 33.58 33.58 0 0 0-4 .24 25.24 25.24 0 0 1 4.5-9.03zm8.29 13.06a30.41 30.41 0 0 1 8.89 4.23 30.46 30.46 0 0 1-9 4.26A34.54 34.54 0 0 0 31 22a33.67 33.67 0 0 0-.21-3.73zm8.82.59A33.75 33.75 0 0 0 30.26 15a29.2 29.2 0 0 0-3.89-9.56 17.54 17.54 0 0 1 13.24 13.42zm-21-13.41a29.16 29.16 0 0 0-3.85 9.35 29.16 29.16 0 0 0-9.35 3.85A17.54 17.54 0 0 1 18.64 5.44zM5.44 26.36a29.2 29.2 0 0 0 9.56 3.9 33.75 33.75 0 0 0 3.86 9.36A17.54 17.54 0 0 1 5.44 26.36zm20.7 13.25a33.73 33.73 0 0 0 3.91-9.56 33.73 33.73 0 0 0 9.56-3.91 17.55 17.55 0 0 1-13.47 13.47z"></path></svg><span class="truncate">USA<!-- --> | <!-- -->简体中文</span><svg viewBox="0 0 10 5" aria-hidden="true" focusable="false" class="h-3 w-3 flex-shrink-0 fill-white"><path d="m0 0 5 5 5-5H0z"></path></svg></span></button><div aria-hidden="true" class="absolute bottom-[calc(100%+5em)] z-50 rounded-lg leading-8 sm:w-[40rem] md:w-[56rem] lg:w-[66rem] bg-zinc-900 text-white shadow-soft-dark-2xl inset-x-0" 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31a34.54 34.54 0 0 0 4.76-.33 30.45 30.45 0 0 1-4.26 9 30.41 30.41 0 0 1-4.23-8.88zM22 28a29.86 29.86 0 0 1-4.47-.34A31 31 0 0 1 17 22a29.87 29.87 0 0 1 .36-4.64A30.13 30.13 0 0 1 22 17a31 31 0 0 1 5.66.53A29.85 29.85 0 0 1 28 22a31 31 0 0 1-.5 5.5 31 31 0 0 1-5.5.5zm-7.64-1a25.22 25.22 0 0 1-9.15-4.5 24.89 24.89 0 0 1 9-4.48A33.56 33.56 0 0 0 14 22a34.61 34.61 0 0 0 .36 5zM22.5 5.21a25.25 25.25 0 0 1 4.5 9.15 34.61 34.61 0 0 0-5-.36 33.58 33.58 0 0 0-4 .24 25.24 25.24 0 0 1 4.5-9.03zm8.29 13.06a30.41 30.41 0 0 1 8.89 4.23 30.46 30.46 0 0 1-9 4.26A34.54 34.54 0 0 0 31 22a33.67 33.67 0 0 0-.21-3.73zm8.82.59A33.75 33.75 0 0 0 30.26 15a29.2 29.2 0 0 0-3.89-9.56 17.54 17.54 0 0 1 13.24 13.42zm-21-13.41a29.16 29.16 0 0 0-3.85 9.35 29.16 29.16 0 0 0-9.35 3.85A17.54 17.54 0 0 1 18.64 5.44zM5.44 26.36a29.2 29.2 0 0 0 9.56 3.9 33.75 33.75 0 0 0 3.86 9.36A17.54 17.54 0 0 1 5.44 26.36zm20.7 13.25a33.73 33.73 0 0 0 3.91-9.56 33.73 33.73 0 0 0 9.56-3.91 17.55 17.55 0 0 1-13.47 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Staff\",\"avatarUrl\",\"https://www.gravatar.com/avatar/feb08ab9ff840b456dca083a61def3bd?s=200\u0026d=404\",\"isDisabledAuthor\",\"gid://shopify/Article/568438915094\",\"handle\",\"email-marketing\",\"什么是电商电子邮件营销？2025指南\",\"publishedAt\",\"2024-11-19T13:00:00Z\",\"image\",{\"_1959\":1976,\"_387\":1977,\"_1978\":1979,\"_1980\":1981,\"_1982\":1983},\"Image\",\"https://cdn.shopify.com/s/files/1/0457/1496/4502/articles/email_20marketing_20ecommerce.jpg?v=1732172502\",\"altText\",\"电商电子邮件营销\",\"width\",1848,\"height\",782,\"tags\",[1986],\"营销指南\",\"\u003cp\u003e科技评论员们常常自信地宣称电子邮件营销已经走到了尽头。但只需看看你的收件箱，就会发现“你还有邮件。”\u003c/p\u003e\\n\u003cp\u003e电商电子邮件营销是商店老板在适当的时机向客户发送相关和个性化信息的一种方式——而无需得到互联网日益严格的守门人的许可。此外，电子邮件的全球用户数量持续健康增长，毫无减缓的迹象。\u003c/p\u003e\\n\u003cp\u003e无论你是刚开始进行电子邮件营销的小店主，还是在构思下一个大型活动，我们的指南将揭示哪些电商电子邮件活动效果最佳，以及如何充分利用每次广播。\u003c/p\u003e\\n\u003cdiv class=\\\"marketing-block marketing-block--light marketing-block--padded\\\"\u003e\\n\u003cp\u003e使用我们可定制的电子邮件模板创建将订阅转化为销售的邮件。自信地设置你的第一个电子邮件活动，今天就开始推动销售！\u003c/p\u003e\\n\u003ca href=\\\"/first-sale/email-templates?utm_campaign=First_Day_to_First_Sale\u0026amp;utm_source=blog\\\" class=\\\"marketing-button marketing-button--small\\\" target=\\\"_blank\\\"\u003e了解更多\u003c/a\u003e\\n\u003c/div\u003e\\n\u003cdiv class=\\\"marketing-block marketing-block--light marketing-block--padded\\\"\u003e\\n\u003cp\u003e\u003cstrong\u003eTable of contents\u003c/strong\u003e\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\u003ca href=\\\"#1\\\"\u003e什么是电商电子邮件营销？\u003c/a\u003e\u003c/li\u003e\\n\u003cli\u003e\u003ca href=\\\"#2\\\"\u003e三种电商电子邮件营销类型\u003c/a\u003e\u003c/li\u003e\\n\u003cli\u003e\u003ca href=\\\"#3\\\"\u003e为什么电子邮件营销是电商成功的关键\u003c/a\u003e\u003c/li\u003e\\n\u003cli\u003e\u003ca href=\\\"#4\\\"\u003e创建成功的电商电子邮件营销策略\u003c/a\u003e\u003c/li\u003e\\n\u003cli\u003e\u003ca href=\\\"#5\\\"\u003e如何跟踪电商电子邮件营销的表现\u003c/a\u003e\u003c/li\u003e\\n\u003cli\u003e\u003ca href=\\\"#6\\\"\u003e生命周期自动化：电商电子邮件营销的下一个阶段\u003c/a\u003e\u003c/li\u003e\\n\u003cli\u003e\u003ca href=\\\"#8\\\"\u003e电商电子邮件营销——常见问题\u003c/a\u003e\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003c/div\u003e\\n\u003ch2 id=\\\"1\\\"\u003e\u003cstrong\u003e什么是电商电子邮件营销？\u003c/strong\u003e\u003c/h2\u003e\\n\u003cp\u003e电商电子邮件营销是通过电子邮件向潜在和现有客户发送营销信息的实践，旨在销售、教育或建立客户忠诚度。 \u003c/p\u003e\\n\u003cp\u003e电子邮件是一个“自有”的数字营销渠道——也就是说，发送者完全控制内容和分发——通常在向细分的收件人列表发送个人化、相关的信息时效果最佳。\u003c/p\u003e\\n\u003cp\u003e电子邮件在电商中尤其重要，用于发送交易、促销和生命周期信息。这是一种聪明的方式，可以通过移动设备与人们建立联系，并最大化你的营销效果。\u003c/p\u003e\\n\u003cdiv class=\\\"marketing-block marketing-block--light marketing-block--padded\\\"\u003e\\n\u003cp class=\\\"heading--4\\\"\u003e使用 Shopify Email 在几分钟内创建品牌电子邮件\u003c/p\u003e\\n\u003cp\u003e使用 Shopify Email，你可以轻松创建、发送、自动化和跟踪电子邮件活动，全部通过你的 Shopify 管理后台完成——无需编码。\u003c/p\u003e\\n\u003ca href=\\\"/zh/email-marketing\\\" class=\\\"marketing-button marketing-button--small\\\" target=\\\"_blank\\\"\u003e发现 Shopify Email\u003c/a\u003e\\n\u003c/div\u003e\\n\u003ch2 id=\\\"2\\\"\u003e\u003cstrong\u003e三种电商电子邮件营销类型\u003c/strong\u003e\u003c/h2\u003e\\n\u003cp\u003e让我们来探讨电商商家使用的三种电子邮件营销类型。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e1. 交易邮件\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e\u003ca href=\\\"/blog/ecommerce-transaction-emails\\\" target=\\\"_blank\\\"\u003e交易邮件\u003c/a\u003e在结账和其他购买行为中发送。它们更具功能性，向个别客户发送关键信息。\u003c/p\u003e\\n\u003cp\u003e根据一项研究，交易邮件的打开率约为\u003ca href=\\\"https://influencermarketinghub.com/email-open-rates/\\\" target=\\\"_blank\\\"\u003e60%\u003c/a\u003e，远高于平均水平\u003ca href=\\\"https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks\\\" target=\\\"_blank\\\"\u003e37.65%\u003c/a\u003e。这是为什么呢？因为交易邮件不仅是预期的，还是被期待的。客户会主动寻找它们。\u003c/p\u003e\\n\u003ch4\u003e\u003cstrong\u003e订单确认和电子邮件收据\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e利用电子邮件订单确认的机会，在初次销售后留住客户。\u003c/p\u003e\\n\u003cp\u003e确保你的电子邮件收据回答客户的基本问题：他们可以期待何时收到订单，你将发货到哪个地址，以及他们可以在哪里询问问题。只有在基本信息到位后，才应尝试添加其他内容。\u003c/p\u003e\\n\u003cp\u003e对于回头客，可以尝试推荐相关产品，或在发货前提供附加产品或配件的选项。\u003c/p\u003e\\n\u003cp\u003e例如，\u003ca href=\\\"https://www.crateandbarrel.com/\\\" target=\\\"_blank\\\"\u003eCrate \u0026amp; Barrel\u003c/a\u003e在发货前发送订单确认邮件，邀请客户在包裹中添加更多商品。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_1_a4a59f60-9b77-4ed7-8048-2492297fe70e.jpg?v=1732172082\\\" alt=\\\"Crate \u0026amp; Barrel 在发货前发送订单确认邮件，邀请客户在包裹中添加更多商品。\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_1_a4a59f60-9b77-4ed7-8048-2492297fe70e.jpg?v=1732172082\\\"\u003e\u003c/div\u003e\\n\u003cp\u003e改善订单确认邮件的方式：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e推荐相关产品\u003c/strong\u003e，如建议配件，提供为朋友购买同款产品的选项，或添加订阅购买的选项。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e提供限时折扣码或免运费\u003c/strong\u003e，以激励未来的购买。这被称为回馈优惠，虽然提供折扣会导致收入损失，但通常让客户以更低的价格回来总比不回来要好。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e邀请客户加入你的社区。\u003c/strong\u003e如果你销售的是纯功能性产品，这可能不适用。但希望与客户共享价值观的企业应利用收据作为另一种让客户融入社区的途径。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch4\u003e\u003cstrong\u003e发货确认邮件\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e发货确认邮件在包裹发出后发送。它们很有价值，因为客户已经对收到订单感到兴奋。这也是一个未被充分利用的机会，可以发挥创意，给客户带来惊喜。\u003c/p\u003e\\n\u003cp\u003e在转化更多客户方面，想想如何利用发货确认邮件来推动行动并加深客户与品牌的关系。\u003c/p\u003e\\n\u003cp\u003e例如，\u003ca href=\\\"https://www.tradesy.com/\\\" target=\\\"_blank\\\"\u003eTradesy\u003c/a\u003e（现在称为 Vestiaire Collective）利用发货确认邮件推广其推荐计划，鼓励客户赠送朋友和家人20美元（约140元人民币）的优惠。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_2.jpg?v=1732172082\\\" alt=\\\"Tradesy的发货邮件\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_2.jpg?v=1732172082\\\"\u003e\u003c/div\u003e\\n\u003cp\u003e改善发货确认邮件的方式：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e让客户轻松跟踪他们的订单。\u003c/strong\u003e包括预计的交货日期和链接到运输公司的追踪号码，以便人们可以点击查看他们的订单位置。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e建议客户推荐朋友\u003c/strong\u003e，通过转发他们购买的产品链接来激励口碑营销，实施奖励的推荐计划。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e包含与客户购买匹配的产品建议。\u003c/strong\u003e例如，如果客户购买了一条男士裤子，产品推荐可以集中在搭配的衬衫和领带上。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch4\u003e\u003cstrong\u003e回访邮件\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e许多品牌忽视客户反馈，后果自负。幸运的是，征求反馈可以简单得多，只需发送一份调查或一个关于客户购物体验的单一问题。\u003c/p\u003e\\n\u003cp\u003e在你的\u003ca href=\\\"/blog/post-sales-emails-turn-buyers-into-fans\\\" target=\\\"_blank\\\"\u003e购买后邮件\u003c/a\u003e中，发送客户到第三方调查工具以获取反馈，或在邮件中包含完整的调查。通常，企业会使用评分系统（例如，“评价你的体验”）来实现。\u003c/p\u003e\\n\u003cp\u003e你会希望在客户假设已经收到并使用他们订购的产品后发送这些请求。以下是来自\u003ca href=\\\"https://www.dairyqueen.com/en-us/\\\" target=\\\"_blank\\\"\u003eDairy Queen\u003c/a\u003e的示例调查：\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_3.jpg?v=1732172082\\\" alt=\\\"来自 Dairy Queen 的回访邮件示例\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_3.jpg?v=1732172082\\\"\u003e\u003c/div\u003e\\n\u003cp\u003e改善客户反馈邮件的方式：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e关注客户满意度，而不是销售，\u003c/strong\u003e以便获取客户对其购买的看法。随着时间的推移，跟踪这些指标，并寻找可以实施的可行见解以改善你的业务。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e在你的网站上放置客户评价/调查表\u003c/strong\u003e，以便客户在提交反馈后可以看到相关的优惠和产品。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e跟进不满意的客户。\u003c/strong\u003e这很重要，首先是促使他们回应，其次是找出如何改善未来客户的体验。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e在产品页面上显示评价\u003c/strong\u003e，作为用户生成的内容，以增强未来买家的信心。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch4\u003e\u003cstrong\u003e感谢邮件\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e\u003ca href=\\\"/zh/blog/thank-your-customers\\\" target=\\\"_blank\\\"\u003e感谢邮件\u003c/a\u003e是激励客户忠诚度的绝佳方式。它们使你的公司在客户的收件箱中保持可见，并为你提供了另一个机会，通过优惠券和链接增加点击率。\u003c/p\u003e\\n\u003cp\u003eHubSpot 报告称，感谢邮件的\u003ca href=\\\"https://blog.hubspot.com/blog/tabid/6307/bid/33725/why-thank-you-emails-are-the-untapped-gold-mine-of-email-marketing.aspx\\\" target=\\\"_blank\\\"\u003e互动率是普通营销邮件的两倍\u003c/a\u003e。感谢邮件的打开率为42%，点击率为14%，而普通营销邮件的打开率为12%，点击率为6%。\u003c/p\u003e\\n\u003cp\u003e创建基本的文本邮件或使用自动化的\u003ca href=\\\"/blog/email-marketing-case-study\\\" target=\\\"_blank\\\"\u003e电子邮件模板\u003c/a\u003e。像\u003ca href=\\\"http://www.beefree.io/\\\" target=\\\"_blank\\\"\u003eBee Free\u003c/a\u003e这样的公司提供各种类型的邮件模板和服务。在下面的示例中，Bee 向其电子邮件订阅者发送感谢邮件。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_4.jpg?v=1732172082\\\" alt=\\\"感谢邮件示例\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_4.jpg?v=1732172082\\\"\u003e\u003c/div\u003e\\n\u003cp\u003e优化感谢邮件的方式包括：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e保持简单。\u003c/strong\u003e使信息简短明了，并提供行动号召，以便客户可以继续与您的业务互动。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e使用智能的行动号召。\u003c/strong\u003e智能的行动号召会根据查看者自动更改。这将使你的感谢邮件更加个性化，提高客户执行该行动号召的可能性。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e使其适合社交媒体。\u003c/strong\u003e让营销邮件被分享是将其发送给合适人群的最佳方式之一。现在，客户可以通过转发邮件来分享，但如果他们可以在社交媒体上分享，他们将能够更快地触及更多人。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch3\u003e\u003cstrong\u003e2. 促销邮件\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e促销邮件旨在提高对特定交易或（你猜对了）促销活动的关注。\u003c/p\u003e\\n\u003cp\u003e广播邮件发送给你的所有订阅者，或更常见的是发送给你电子邮件列表的一个细分。\u003ca href=\\\"/blog/email-marketing-examples\\\" target=\\\"_blank\\\"\u003e广播邮件的示例\u003c/a\u003e包括新产品发布、每月电子邮件通讯、限时促销、季节性优惠或内容更新。\u003c/p\u003e\\n\u003cp\u003e你可以将这些邮件视为在你有值得分享的新闻时发送的消息，因此要仔细考虑你的基本目标、优惠和订阅者的细分。\u003c/p\u003e\\n\u003ch4\u003e\u003cstrong\u003e新产品（或服务）\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e新产品通常是根据客户反馈开发的，因此在推出产品时，没有比你的订阅者更好的地方了。如果你最新发布的产品吸引了特定客户群体，例如，你可以根据之前的购买情况细分你的列表，并提供优先访问权。\u003c/p\u003e\\n\u003ch4\u003e\u003cstrong\u003e限时优惠\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e创建与客户兴趣相关的限时促销。对他们上周购买的同类商品提供折扣。记住，当促销具有吸引力时，最好不要让过于巧妙的文案妨碍它。\u003c/p\u003e\\n\u003ch4\u003e\u003cstrong\u003e仅限订阅者的折扣\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e无论你是发送定期通讯还是设置关于特殊促销的滴灌活动，你都可以随时包含折扣码，以提高订阅者的购买动机。提供独特性和会员感是一种将情感引入营销的好方法。\u003c/p\u003e\\n\u003cp\u003e你可以看到零售商\u003ca href=\\\"https://pioneercarry.com/\\\" target=\\\"_blank\\\"\u003ePioneer\u003c/a\u003e如何在下面的电子邮件中使用仅限订阅者的折扣。该品牌预告了即将到来的黑色星期五促销，让订阅者知道他们将在促销当天收到特定的优惠码。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_5.jpg?v=1732172082\\\" alt=\\\"Pioneer 的电子邮件预告其黑色星期五促销\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_5.jpg?v=1732172082\\\"\u003e\u003c/div\u003e\\n\u003ch4\u003e\u003cstrong\u003e季节性促销\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e一种传统且有效的电子邮件营销形式是通知订阅者即将到来的假期或季节性优惠。\u003c/p\u003e\\n\u003cp\u003e你可以让订阅者知道黑色星期五促销、圣诞后促销或春季清仓促销。你还可以提醒人们即将到来的假期，如父亲节。\u003c/p\u003e\\n\u003cp\u003e例如，服装品牌\u003ca href=\\\"https://www.everlane.com/\\\" target=\\\"_blank\\\"\u003eEverlane\u003c/a\u003e通过电子邮件使用横幅推广其黑色星期五促销。它使用醒目的青柠色横幅，促销40%的折扣。潜在购物者可以通过点击“立即购买”链接轻松访问网站。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_6.jpg?v=1732172082\\\" alt=\\\"Everlane 通过电子邮件使用横幅推广其黑色星期五促销\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_6.jpg?v=1732172082\\\"\u003e\u003c/div\u003e\\n\u003ch4\u003e\u003cstrong\u003e新闻通讯\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e定期的\u003ca href=\\\"/zh/blog/create-a-newsletter\\\" target=\\\"_blank\\\"\u003e电子邮件通讯\u003c/a\u003e可以帮助教育客户并讲述你的品牌故事。这是一种被低估的方式，可以在不依赖折扣或促销的情况下与客户（和潜在客户）保持联系并建立更紧密的关系。\u003c/p\u003e\\n\u003cp\u003e每个人都喜欢引人入胜的故事，因此如果你能找到来自员工、客户或你自己业务和生活中的显著故事，考虑将其作为通讯的主题。\u003c/p\u003e\\n\u003cp\u003e也许有客户使用你的健身产品减掉了50磅，或者你可以分享是什么最初激励你创业的。无论故事是什么，它都应该既有趣又与品牌相关。\u003c/p\u003e\\n\u003cp\u003e在下面的示例中，\u003ca href=\\\"https://rothys.com/\\\" target=\\\"_blank\\\"\u003eRothy’s\u003c/a\u003e分享了有关品牌使命的更多信息——特别是公司如何支持可持续性。这是一种明智的方式，可以形成立场并与有相同想法的客户沟通。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_7.jpg?v=1732172082\\\" alt=\\\"在这封电子邮件中，Rothy’s分享了有关品牌使命的更多信息\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_7.jpg?v=1732172082\\\"\u003e\u003c/div\u003e\\n\u003ch4\u003e\u003cstrong\u003e内容更新\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e如果你使用内容营销来教育现有客户并吸引新客户，考虑在定期通讯中包含这些内容，或者通过 RSS 自动发送新内容。\u003c/p\u003e\\n\u003cp\u003e当你能够进行投资时，考虑创建提供新产品或更新产品附加背景的内容（例如，美容产品的护理技巧）。\u003c/p\u003e\\n\u003ch4\u003e\u003cstrong\u003e追加销售邮件\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e追加销售邮件是一种营销工具，在客户在你的电商商店购物时将某个商品放入购物车后触发。它通知客户该商品有一个更高级或升级的版本。\u003c/p\u003e\\n\u003cp\u003e合适的追加销售邮件将鼓励客户选择升级服务，从而提高销售额和\u003ca href=\\\"/zh/blog/average-order-value\\\" target=\\\"_blank\\\"\u003e平均订单价值\u003c/a\u003e。\u003c/p\u003e\\n\u003cp\u003e在下面的示例中，\u003ca href=\\\"https://athleticgreens.com/en\\\" target=\\\"_blank\\\"\u003eAthletic Greens\u003c/a\u003e给读者提供了升级到订阅的机会。如果读者利用这个优惠，他们可以每月节省20美元（约140元人民币），并获得一系列额外福利。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_8.jpg?v=1732172082\\\" alt=\\\"在这封电子邮件中，Athletic Greens 提供了升级到订阅的机会\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_8.jpg?v=1732172082\\\"\u003e\u003c/div\u003e\\n\u003ch4\u003e\u003cstrong\u003e交叉销售邮件\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e交叉销售邮件是基于订阅者之前采取的行动发送的触发邮件。这些邮件会提取购买历史、浏览行为和其他个人资料数据，并在初始行动后几天发送。\u003c/p\u003e\\n\u003cp\u003e服装市场\u003ca href=\\\"https://www.lyst.com/\\\" target=\\\"_blank\\\"\u003eLyst\u003c/a\u003e根据客户感兴趣的品牌发送消息。你会在下面的示例中看到，接收者可以在电子邮件窗口中浏览他们喜欢的品牌，并点击“查看更多”以浏览完整的系列。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_9.jpg?v=1732172082\\\" alt=\\\"Lyst 根据客户感兴趣的品牌发送消息的电子邮件\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_9.jpg?v=1732172082\\\"\u003e\u003c/div\u003e\\n\u003ch3\u003e\u003cstrong\u003e3. 生命周期邮件\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e生命周期邮件之所以强大，是因为它们个性化且仅针对小部分订阅者发送与其行为相关的信息。它们也被称为“触发邮件”，因其根据购物者采取的行动以及购物者在客户生命周期中的位置发送。\u003c/p\u003e\\n\u003ch4\u003e\u003cstrong\u003e购物车放弃邮件\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e\u003ca href=\\\"/zh/blog/shopping-cart-abandonment\\\" target=\\\"_blank\\\"\u003e平均购物车放弃率\u003c/a\u003e约为70%。这意味着大量收入未被实现。幸运的是，你可以挽回其中一些潜在客户。\u003c/p\u003e\\n\u003cp\u003e\u003ca href=\\\"/zh/blog/abandoned-cart-emails\\\" target=\\\"_blank\\\"\u003e放弃购物车邮件\u003c/a\u003e是电商中最接近“快速胜利”的东西。商家通常可以恢复5%到11%本来会失去的销售。\u003c/p\u003e\\n\u003cp\u003e考虑为完成购买提供额外激励，尽管这可能会促使购物者放弃购物车以获得折扣。至少，使用以利益为导向的文案，促使他们带着信用卡回到你的商店。\u003c/p\u003e\\n\u003cp\u003e理发店\u003ca href=\\\"http://rudysbarbershop.com/\\\" target=\\\"_blank\\\"\u003eRudy’s\u003c/a\u003e发送了一封放弃购物车邮件，提供限时免运费的优惠。\u003c/p\u003e\\n\u003cp\u003el\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_10.jpg?v=1732172082\\\" alt=\\\"Rudy's的放弃购物车邮件，提供限时免运费的优惠\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_10.jpg?v=1732172082\\\"\u003e\u003c/div\u003e\\n\u003cp\u003e改善购物车放弃邮件的方式：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e将主要信息以文本格式呈现\u003c/strong\u003e，以便客户能够立即看到，而无需启用图像。包括一个链接回他们的购物车，以便他们可以轻松完成交易。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e直观地展示客户添加到购物车的产品。\u003c/strong\u003e提醒他们，他们离完成订单只有一步之遥，并专注于他们最初考虑购买该产品的原因。突出具体功能，并展示\u003ca href=\\\"/zh/blog/12206313-the-ultimate-diy-guide-to-beautiful-product-photography\\\" target=\\\"_blank\\\"\u003e高质量的产品照片\u003c/a\u003e。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e传达回到购物车的具体激励\u003c/strong\u003e，如免运费或折扣。如果某个商品即将缺货，请以礼貌的方式告知客户，同时传达紧迫感。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e使用清晰、引人注目的行动号召。\u003c/strong\u003e保持简洁，并限制为一个行动号召。多个行动号召可能会分散客户完成购买这一主要行动的注意力。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch4\u003e\u003cstrong\u003e欢迎邮件系列\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e\u003ca href=\\\"/zh/blog/welcome-email\\\" target=\\\"_blank\\\"\u003e欢迎邮件\u003c/a\u003e是你提交电子邮件地址后收到的邮件。\u003c/p\u003e\\n\u003cp\u003e根据\u003ca href=\\\"https://www.getresponse.com/resources/reports/email-marketing-benchmarks\\\" target=\\\"_blank\\\"\u003eGetResponse\u003c/a\u003e的研究，欢迎邮件的平均打开率为90.09%，平均点击率为27.06%。尽管数据有所不同，首次购买的电子邮件自动化通常产生的销售是普通促销邮件的三到六倍。\u003c/p\u003e\\n\u003cp\u003e鞋垫零售商\u003ca href=\\\"https://walkfulton.com/\\\" target=\\\"_blank\\\"\u003eFulton\u003c/a\u003e是欢迎系列的一个很好的例子。该品牌提供10%的折扣码，并在客户的订单中提供免运费和免费退货。这封邮件在客户注册品牌电子邮件列表后立即触发。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_11.jpg?v=1732172082\\\" alt=\\\"Fulton's邮件提供10%的折扣码，并在客户的订单中提供免运费和免费退货\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_11.jpg?v=1732172082\\\"\u003e\u003c/div\u003e\\n\u003cp\u003e改善欢迎邮件的方式：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e提供前期价值。\u003c/strong\u003e你不想在唯一的机会窗口中用促销信息淹没客户，以创造强烈的第一印象。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e在几分钟内发送欢迎邮件。\u003c/strong\u003e假设你通过促销代码激励加入你的通讯。如果有人现在准备购买，而他们没有收到那个促销代码，你就有可能永远失去这笔交易。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e设定透明的期望。\u003c/strong\u003e让订阅者轻松更改偏好，告知他们你将发送的新内容及其频率，并提醒他们他们是如何进入你的列表的。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch4\u003e\u003cstrong\u003e第二次订单邮件\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e假设你销售视频游戏。你可能会注意到，平均而言，在购买视频游戏主机一周后，20%的客户会购买第二个控制器。还有50%的客户根本不会再回来。\u003c/p\u003e\\n\u003cp\u003e为了将20%转变为70%，你设计了一个新客户或第二次订单邮件活动。当视频游戏主机的订单进来时，一封\u003ca href=\\\"/blog/57720581-7-automated-email-campaigns-that-win-customers-and-keep-them-coming-back\\\" target=\\\"_blank\\\"\u003e自动化电子邮件活动\u003c/a\u003e将在一周后触发，展示控制器。\u003c/p\u003e\\n\u003cp\u003e这要求你开始查看客户，并在Google Analytics中细分你的数据。有些人在购买主机时会购买控制器，但有相当一部分人不会，这就是你的杠杆所在。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_12.jpg?v=1732172082\\\" alt=\\\"第二次订单邮件示例\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_12.jpg?v=1732172082\\\"\u003e\u003c/div\u003e\\n\u003cp\u003e改善第二次订单邮件的方式：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e从你两到三款畅销产品开始。\u003c/strong\u003e是否有与畅销产品相关的补充产品？\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e尝试通过折扣阶梯提高它们的有效性。\u003c/strong\u003e在这种情况下，你只需突出显示补充产品。你还可以尝试对该补充产品提供折扣。或者尝试提供折扣阶梯：5%，如果他们不买，再给10%，然后15%等。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e根据自己的数据测试活动。\u003c/strong\u003e没有人能告诉你你的畅销产品是什么，或者哪些产品与之互补，或者何时发送一击即中的活动。这些活动对每个人来说都是不同的。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch4\u003e\u003cstrong\u003e挽回邮件系列\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e挽回邮件活动旨在吸引失去的客户重新回到积极的购买行为中。\u003c/p\u003e\\n\u003cp\u003e假设客户通常在45天后回来进行第二次购买。如果45天过去了，没有第二次购买，你就知道这个客户不太可能再进行第二次购买。\u003c/p\u003e\\n\u003cp\u003e或者假设你有一个活跃的客户，在过去六个月中每隔45天左右就会购买一次。最近，他失联了：过去44天没有订单。\u003c/p\u003e\\n\u003cp\u003e这就是挽回活动发挥作用的地方。在没有活动的45天后，系统会自动发送一封电子邮件，因为你知道，根据你商店的独特情况，这对一个健康活跃的客户来说是不寻常的。\u003c/p\u003e\\n\u003cp\u003e例如，\u003ca href=\\\"https://www.outdoorvoices.com/\\\" target=\\\"_blank\\\"\u003eOutdoor Voices\u003c/a\u003e向不活跃的订阅者提供20美元（约140元人民币），用于超过100美元（约700元人民币）的在线购买。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_13.jpg?v=1732172082\\\" alt=\\\"一封向不活跃的订阅者提供20美元（约140元人民币）用于超过100美元（约700元人民币）在线购买的邮件\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_13.jpg?v=1732172082\\\"\u003e\u003c/div\u003e\\n\u003cp\u003e改善挽回邮件的方式：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e提前测试，以免错失商机。\u003c/strong\u003e分割测试这些邮件，以找出你可以提供的最低金额，而不会失去转化。你能否以5%而不是10%来应对？也许10%而不是15%？\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e在90天不活动后，前景不妙。\u003c/strong\u003e如果某人三个月没有购买，返回购买的可能性并不大。尽管这确实取决于你的商店和行业。有些商店的销售周期较长。只需注意，你可能会在90天后开始经历收益递减。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch4\u003e\u003cstrong\u003e推荐邮件活动\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e推荐邮件是电商企业传播品牌和产品信息的绝佳方式。研究表明，几乎有\u003ca href=\\\"https://www.marketingcharts.com/cross-media-and-traditional/word-of-mouth-225060\\\" target=\\\"_blank\\\"\u003e90%的消费者\u003c/a\u003e信任来自他们认识的人的推荐，胜过在线评论和传统广告。\u003c/p\u003e\\n\u003cp\u003e如果你查看下面的示例，\u003ca href=\\\"https://www.meundies.com/\\\" target=\\\"_blank\\\"\u003eMeUndies\u003c/a\u003e为任何客户推荐的品牌提供20%的推荐优惠券。此外，品牌还给予推荐客户每次成功销售的20美元（约140元人民币）奖励。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" style=\\\"float: none;\\\" alt=\\\"在这封邮件中，MeUndies为任何客户推荐的品牌提供20%的推荐优惠券\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_14.jpg?v=1732172082\\\"\u003e\u003c/div\u003e\\n\u003cp\u003e改善推荐邮件的方式：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e有一个好的标题/主题行。\u003c/strong\u003e使其清晰明了，易于让人看到你所提供的内容。个性化也会使你的标题更具吸引力。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e提供良好的激励。\u003c/strong\u003e良好的激励将对你的推荐计划产生良好效果。优惠券或免费试用可以大大帮助你向新受众介绍你的业务。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch4\u003e\u003cstrong\u003e调查邮件\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e来自客户群体的反馈对改善你的业务至关重要。调查邮件帮助你收集数据，以获取和留住客户。\u003c/p\u003e\\n\u003cp\u003e如果你考虑扩展或向你的产品或服务中添加新内容，可以进行投票，以了解客户希望哪些产品。你还可以使用调查来了解客户喜欢的竞争对手，并询问他们原因。\u003c/p\u003e\\n\u003cp\u003e调查邮件的好处在于，你可以向客户群体询问你一直想知道的任何事情。\u003c/p\u003e\\n\u003cp\u003e看看\u003ca href=\\\"https://www.handy.com/\\\" target=\\\"_blank\\\"\u003eHandy\u003c/a\u003e。它使用简单的单问题投票，并以有趣的方式呈现，以了解哪些清洁服务在客户群体中更受欢迎。利用这些信息，它可以安排推动某些服务的优惠或利用需求。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" style=\\\"float: none;\\\" alt=\\\"在这封邮件中，Handy使用简单的单问题投票，以了解哪些清洁服务在客户群体中更受欢迎\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_15.jpg?v=1732172082\\\"\u003e\u003c/div\u003e\\n\u003cp\u003e改善调查邮件的方式：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e让你的主题行引人注目且有趣。\u003c/strong\u003e使用动词和邀请性文本，鼓励客户参与你的调查。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e说明所需时间和你提供的激励。\u003c/strong\u003e明确客户在调查中会花费多少时间——可能是一个问题或一个小时的工作。包括与客户花费的时间相等的激励。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e创造紧迫感。\u003c/strong\u003e给调查设定截止日期将防止客户拖延填写调查，使你能够及时获得所需数据。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch2 id=\\\"3\\\"\u003e\u003cstrong\u003e为什么电子邮件营销是电商成功的关键\u003c/strong\u003e\u003c/h2\u003e\\n\u003cp\u003e网站流量的现实是，即使是高度针对性的流量，大多数新访客也不会再回来。建立电子邮件列表并发送引人注目的广播为你保留了你辛苦获得的流量提供了一种方式。\u003c/p\u003e\\n\u003cp\u003e如果你的\u003ca href=\\\"/zh/online-store\\\" target=\\\"_blank\\\"\u003e在线商店\u003c/a\u003e还没有花时间采用电子邮件营销，你可能正在错失收入。以下是考虑在你的电商营销组合中使用电子邮件的四个理由。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e电子邮件让你建立持续的客户关系\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e搜索引擎和社交媒体平台非常适合让未来客户发现你，但电子邮件仍然是维护和加强现有关系的最佳方式。\u003c/p\u003e\\n\u003cp\u003e根据\u003ca href=\\\"https://knowledgebase.constantcontact.com/articles/KnowledgeBase/5409-average-industry-rates?lang=en_US\\\" target=\\\"_blank\\\"\u003eConstant Contact\u003c/a\u003e的数据，平均电子邮件打开率为33.02%，平均点击率为1.37%，平均跳出率为10.07%。\u003c/p\u003e\\n\u003cp\u003e电子邮件在鼓励客户进行第二次及后续购买方面也发挥着关键作用。客户回头对许多企业来说很重要，因为这可以降低他们获取客户的平均成本。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e电子邮件在推动销售方面极为有效\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e当然，某些企业（和产品）与电子邮件营销特别契合，回报从来没有保证。但多年来，类似的研究描绘了同样的画面：电子邮件是一种高效的渠道，通常超越其他替代方案。\u003c/p\u003e\\n\u003cp\u003eShopify 数据显示，在黑色星期五和网络星期一期间，电子邮件作为渠道的平均订单转化率最高。\u003c/p\u003e\\n\u003cp\u003e更重要的是，Campaign Monitor 报告称，\u003ca href=\\\"https://www.campaignmonitor.com/resources/guides/the-state-of-small-business-marketing/#one\\\" target=\\\"_blank\\\"\u003e64%的小型企业\u003c/a\u003e将电子邮件作为其主要的获取和留存渠道。电子邮件营销在驱动首次销售和从最有价值的客户中解锁更多收入方面相对独特。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e电子邮件可以影响三大增长乘数\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e大多数追求获取“银弹”的企业家通常会感到失望，并发现获取客户的成本迅速上升。\u003c/p\u003e\\n\u003cp\u003e营销专家杰·阿布拉罕(Jay Abraham)是最早普及只有三种方式来增加收入的想法之一：增加客户总数（C）、增加每位客户的购买总数（购买频率，或 F），或增加\u003ca href=\\\"/zh/blog/average-order-value\\\" target=\\\"_blank\\\"\u003e平均订单价值\u003c/a\u003e（AOV）。\u003c/p\u003e\\n\u003cp\u003e电商电子邮件营销提供了一种可行的方式，帮助你摆脱获取客户的竞争，因为它可以同时影响所有三大增长乘数：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e自动欢迎和放弃购物车邮件可以提高转化率（C）\u003c/li\u003e\\n\u003cli\u003e回馈或挽回活动可以增加客户的购买次数（F）\u003c/li\u003e\\n\u003cli\u003e生命周期活动和广播可以自动向合适的客户突出高价值产品（AOV）\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003cp\u003e系统性关注这三个领域将进一步复合你的结果，这也是为什么在发展电商业务时创建一个有意识的\u003ca href=\\\"/blog/email-marketing-teardown\\\" target=\\\"_blank\\\"\u003e电子邮件营销策略\u003c/a\u003e是值得的最大原因之一。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e电子邮件不受第三方守门人的影响\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e电子邮件不受集中平台的任性影响，在这些平台上，算法的意外调整可能完全破坏分发策略。\u003c/p\u003e\\n\u003cp\u003e相比之下，Facebook页面有机覆盖率自2018年以来一直在\u003ca href=\\\"https://blog.hootsuite.com/organic-reach-declining/\\\" target=\\\"_blank\\\"\u003e下降\u003c/a\u003e，因为该平台继续专注于推广来自朋友和家人的内容。\u003c/p\u003e\\n\u003cp\u003e同样，提升在谷歌的搜索排名变得越来越困难，广告和答案框导致\u003ca href=\\\"https://sparktoro.com/blog/in-2020-two-thirds-of-google-searches-ended-without-a-click/\\\" target=\\\"_blank\\\"\u003e无点击搜索的明显增加\u003c/a\u003e，尤其是在移动设备上。比以往任何时候都更重要的是，如果你想在这些平台上接触到客户，你可能被迫支付——而这些费用也在增加。\u003c/p\u003e\\n\u003ch2 id=\\\"4\\\"\u003e\u003cstrong\u003e创建成功的电商电子邮件营销策略\u003c/strong\u003e\u003c/h2\u003e\\n\u003ch3\u003e\u003cstrong\u003e1. 选择电子邮件服务提供商（ESP）\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e有许多强大且具有成本效益的\u003ca href=\\\"/blog/email-marketing-services\\\" target=\\\"_blank\\\"\u003e电子邮件营销服务\u003c/a\u003e可供选择，因此不要被“完美”的选择所困扰。你可以随时更换提供商。\u003c/p\u003e\\n\u003cp\u003e相反，选择一个评价良好的ESP，符合你的需求（例如，定价、拖放编辑器、电子邮件模板等），然后开始发送电子邮件并推动销售。\u003c/p\u003e\\n\u003cp\u003e对于 Shopify 客户，\u003ca href=\\\"https://apps.shopify.com/shopify-email\\\" target=\\\"_blank\\\"\u003eShopify Email\u003c/a\u003e与你的 Shopify 商店集成，使创建、发送和与客户互动变得快速而简单。\u003c/p\u003e\\n\u003cp\u003e电子邮件客户端如\u003ca href=\\\"https://apps.shopify.com/klaviyo-email-marketing\\\" target=\\\"_blank\\\"\u003eKlaviyo\u003c/a\u003e、\u003ca href=\\\"https://apps.shopify.com/privy\\\" target=\\\"_blank\\\"\u003ePrivy\u003c/a\u003e和\u003ca href=\\\"https://apps.shopify.com/omnisend\\\" target=\\\"_blank\\\"\u003eOmnisend\u003c/a\u003e是其他流行的应用程序，它们与 Shopify 集成，作为客户关系管理（CRM）平台。查看我们在\u003ca href=\\\"https://apps.shopify.com/collections/top-email-apps\\\" target=\\\"_blank\\\"\u003eShopify应用商店\u003c/a\u003e上的电子邮件应用推荐完整列表。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e2. 开始建立你的电子邮件列表\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e问任何在线企业主他们最大的营销遗憾，许多人会告诉你，他们没有从第一天开始收集电子邮件地址。吸取这个常见错误的教训，尽快开始增长你的订阅者列表，甚至在你启动业务之前。\u003c/p\u003e\\n\u003cp\u003e在你开始\u003ca href=\\\"/blog/build-email-list\\\" target=\\\"_blank\\\"\u003e建立电子邮件列表\u003c/a\u003e之前，关键是要知道你需要获得许可，以便在未来与潜在客户和客户进行跟进。为此，订阅者需要“选择加入”以接收你的信息，并且有多种方法可以鼓励他们这样做。\u003c/p\u003e\\n\u003ch4\u003e\u003cstrong\u003e如何快速建立电子邮件列表\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e在这个视频中，我们介绍了六种策略，可以帮助你快速免费建立电子邮件列表，即使你是从零开始。\u003c/p\u003e\\n\u003cp\u003e\u003ca href=\\\"https://www.youtube.com/watch?v=6luxPkiY0VE\u0026amp;embeds_euri=https%3A%2F%2Fwww.shopify.com%2F\u0026amp;source_ve_path=MjM4NTE\u0026amp;feature=emb_title\\\" target=\\\"_blank\\\"\u003e如何从零开始建立电子邮件列表（电子邮件营销教程）\u003c/a\u003e\u003c/p\u003e\\n\u003ch4\u003e\u003cstrong\u003e设置预发布页面\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e虽然真实的产品验证需要付费客户，但充满潜在客户的活跃电子邮件列表是一个接近的第二选择。\u003c/p\u003e\\n\u003cp\u003e在你的域名上设置一个基本的着陆页，邀请访问者通过输入他们的电子邮件地址来保持信息更新。不要乞求——写出描述你即将推出的产品令人兴奋的文案，并在适当的地方为早期采用者提供强有力的激励（例如，早鸟客户在发布日享受20%的折扣）。\u003c/p\u003e\\n\u003ch4\u003e\u003cstrong\u003e从销售和客户账户收集电子邮件\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e客户账户对企业非常有价值，因为它们要求购物者分享相关信息——包括他们的电子邮件地址。它们还使购买历史更易于跟踪。\u003c/p\u003e\\n\u003cp\u003e在客户首次下单后提供创建账户的选项。如果你使用 Shopify，\u003ca href=\\\"https://help.shopify.com/en/manual/customers/customer-accounts\\\" target=\\\"_blank\\\"\u003e客户账户是可选的\u003c/a\u003e，你可以在客户完成购买后直接邀请他们激活账户。\u003c/p\u003e\\n\u003ch4\u003e\u003cstrong\u003e在你的网站上放置选择加入表单\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e为了扩大你的列表，你需要直接询问人们是否愿意注册。因此，最好的询问地点是他们已经参与的相关页面。只需确保你没有妨碍网站的设计，留下不好的第一印象。\u003c/p\u003e\\n\u003cp\u003e尝试首先在以下位置放置你的注册表单：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e你的页面头部、导航或页脚。\u003c/strong\u003e虽然这些位置的整体转化率可能低于专门的着陆页，但随着时间的推移，它们产生的订阅者数量将会累积。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e你的关于我们页面。\u003c/strong\u003e如果你的关于我们页面成功传达了公司的愿景，那么它就是鼓励客户订阅的绝佳场所。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e你的博客或资源页面。\u003c/strong\u003e在你的博客中，内嵌或侧边栏的目标选择加入表单可以帮助将他们推向漏斗的下游。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e弹出表单\u003c/strong\u003e。退出意图弹出窗口仅在访问者将鼠标移动到网站的搜索框或返回按钮时显示，给你第二次机会收集他们的电子邮件。尝试在 Shopify 应用商店中使用\u003ca href=\\\"https://apps.shopify.com/privy\\\" target=\\\"_blank\\\"\u003ePrivy\u003c/a\u003e或\u003ca href=\\\"https://apps.shopify.com/justuno-social-email-leads\\\" target=\\\"_blank\\\"\u003eJustuno\u003c/a\u003e等应用来创建你的弹出窗口。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch4\u003e\u003cstrong\u003e通过引导磁铁加速注册\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e在线企业往往假设接收通讯的想法足以吸引人们订阅。营销是关于信息和测量的，而“获取我们的每周邮件”并不是一个引人注目的信息。\u003c/p\u003e\\n\u003cp\u003e为了提高吸引力，考虑创建一个真实的优惠，作为访客分享他们电子邮件的附加激励。以下是一些经过验证的方法：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e提供独家优惠和折扣。\u003c/strong\u003e如果折扣能够留住原本就会流失的潜在客户，那么它们通常是合理的，这意味着它们可以成为客户留下电子邮件的强大动机。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e举办抽奖或比赛。\u003c/strong\u003e虽然比赛可能会带来大量注册，但固有的缺点是你吸引到的人是寻找免费物品的。使用\u003ca href=\\\"https://apps.shopify.com/search?q=contest\\\" target=\\\"_blank\\\"\u003e比赛应用\u003c/a\u003e突破噪音，或为你的列表启动，但不要依赖它们来长期增长一个活跃的受众。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e提供教育内容的访问。\u003c/strong\u003e制作一份包含目标客户实际价值的免费内容，让他们处于购买心态。最佳转化的引导磁铁提供客户可以立即应用的内容，并突出你的产品可以填补的空白。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch4\u003e\u003cstrong\u003e亲自索要电子邮件\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e如果你通过快闪店销售产品，接受朋友的一次性订单，或者已经有实体店面，你会遇到许多机会直接询问客户的电子邮件。\u003c/p\u003e\\n\u003cp\u003e同样的想法适用于实体行动号召：包装插入和随订单发送的小卡片，可以包括折扣或优惠，鼓励客户再次光顾。或者，使用\u003ca href=\\\"/tools/qr-code-generator\\\" target=\\\"_blank\\\"\u003eQR码\u003c/a\u003e，扫描后将客户带到你的电商网站上的单独着陆页。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e3. 合法发送电子邮件\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e你与电子邮件列表建立的关系需要基于许可；不仅仅是从营销的角度，还有法律的角度。\u003c/p\u003e\\n\u003cp\u003e电子邮件推广是“许可营销”的一个例子——这是营销专家和畅销书作者赛思·戈丹(Seth Godin)提出的一个术语——这意味着人们可以随时选择加入或退出与品牌的关系。如果你忽视法律，可能会面临严重的罚款。\u003c/p\u003e\\n\u003cp\u003e熟悉以下规则和法规：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003ca href=\\\"https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-business\\\" target=\\\"_blank\\\"\u003eCAN-SPAM\u003c/a\u003e。控制非请求色情和营销法案。CAN-SPAM 设定了商业电子邮件的规则。\u003c/li\u003e\\n\u003cli\u003e\\n\u003ca href=\\\"https://ec.europa.eu/commission/priorities/justice-and-fundamental-rights/data-protection/2018-reform-eu-data-protection-rules_en\\\" target=\\\"_blank\\\"\u003eGDPR\u003c/a\u003e。通用数据保护条例旨在保护欧盟内个人的个人数据。\u003c/li\u003e\\n\u003cli\u003e\\n\u003ca href=\\\"https://crtc.gc.ca/eng/internet/anti.htm\\\" target=\\\"_blank\\\"\u003eCASL\u003c/a\u003e。加拿大反垃圾邮件法有助于保护加拿大人，同时确保企业能够继续在全球市场中竞争。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003cp\u003e免责声明：本指南中分享的材料仅供信息参考，并不构成法律建议。如果你对发送电子邮件的合法性有任何具体问题，请咨询专门研究该领域的律师。\u003c/p\u003e\\n\u003ch2 id=\\\"5\\\"\u003e\u003cstrong\u003e如何跟踪电商电子邮件营销的表现\u003c/strong\u003e\u003c/h2\u003e\\n\u003ch3\u003e\u003cstrong\u003e1. 列表规模和增长\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e你的电子邮件列表越大，你能够接触到的潜在客户就越多，从而推动销售。使用你的电子邮件服务提供商跟踪此指标，查看你在每周或每月之间添加了多少新订阅者，或在你最近的广播邮件之间。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e2. 打开率和点击率\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e打开率是一个百分比，告诉你在活动中成功发送的电子邮件中有多少被订阅者打开。标准的打开率在\u003ca href=\\\"https://mailchimp.com/resources/email-marketing-benchmarks/\\\" target=\\\"_blank\\\"\u003e20%\u003c/a\u003e到\u003ca href=\\\"https://knowledgebase.constantcontact.com/articles/KnowledgeBase/5409-average-industry-rates?lang=en_US\\\" target=\\\"_blank\\\"\u003e33%\u003c/a\u003e之间。你会注意到，当你刚开始时，打开率通常会更高。\u003c/p\u003e\\n\u003cp\u003e点击率是一个百分比，告诉你在活动中成功发送的电子邮件中有多少至少有一次点击。标准的点击率通常是你在线商店转化率的两到三倍，平均略低于3%，这是 \u003ca href=\\\"https://mailchimp.com/resources/email-marketing-benchmarks/\\\" target=\\\"_blank\\\"\u003eMailchimp的数据\u003c/a\u003e。\u003c/p\u003e\\n\u003cp\u003e虽然打开率和点击率衡量的是不同的行为，但它们共同告诉你关于你的电子邮件吸引力的信息。当数字不平衡时——例如，如果很多人打开了一封电子邮件，但很少有人点击行动号召——你可以看到哪些改进是值得进行的。\u003c/p\u003e\\n\u003cp\u003e了解更多：\u003ca href=\\\"/blog/email-marketing-best-practices\\\" target=\\\"_blank\\\"\u003e20条电子邮件营销最佳实践，将活动转化为销售\u003c/a\u003e\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e3. 投递率和列表健康\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e硬退回是由于无效地址而返回给发件人的电子邮件。良好的硬退回率应低于\u003ca href=\\\"https://www.mailmunch.com/blog/email-bounce-rate\\\" target=\\\"_blank\\\"\u003e2%\u003c/a\u003e。\u003c/p\u003e\\n\u003cp\u003e垃圾邮件过滤器相对简单。电子邮件的评分因素有很多。如果电子邮件的评分过高，邮件服务器会将其标记为垃圾邮件。\u003c/p\u003e\\n\u003cp\u003e一般来说，你需要避免：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e使用全大写字母、感叹号和“免费”等触发词\u003c/li\u003e\\n\u003cli\u003e大图像伴随很少的文本，因为许多垃圾邮件过滤器无法识别图像\u003c/li\u003e\\n\u003cli\u003e向多年未妥善维护的旧列表发送电子邮件\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003cp\u003e人类垃圾邮件过滤器则更复杂。如果你持续被报告为垃圾邮件发送者，你将损害所有订阅者的投递率。\u003c/p\u003e\\n\u003cp\u003e避免购买列表或在没有明确许可的情况下发送电子邮件，模糊不清地说明你何时会发送邮件，隐藏取消订阅选项或使取消订阅过程不必要地困难，或在你的列表中保留未参与、未激活的潜在客户或客户。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e4. A/B 测试结果\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003eA/B 测试让你可以自信地发送高效的电子邮件，通过先在较小的订阅者群体中测试特定的信息、设计和行动号召。\u003c/p\u003e\\n\u003cp\u003e进行\u003ca href=\\\"/zh/blog/the-complete-guide-to-ab-testing\\\" target=\\\"_blank\\\"\u003eA/B 测试\u003c/a\u003e意味着划分三组接收者：A组、B组和C组。在向A组和B组发送两种电子邮件变体后，你将使用分析数据决定哪种信息通过产生更多的参与或销售表现更好。然后，你将把获胜的版本，无论是A还是B，发送给最终的接收者池（C）。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e5. 收入\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e你商店总收入的百分之多少可以归因于电子邮件营销？在他的Shopify学院课程中，AutoAnything的首席执行官德鲁·萨诺基(Drew Sanocki)表示，他看到许多成功的商店约有20%的总收入来自他们的电子邮件渠道。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e使用绿灯基准的价值\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e跟踪你在任何渠道上的营销表现至关重要，但过于关注\u003ca href=\\\"/zh/blog/email-marketing-metrics\\\" target=\\\"_blank\\\"\u003e电子邮件营销指标\u003c/a\u003e容易让人分心。\u003c/p\u003e\\n\u003cp\u003e相反，考虑以“绿灯基准”为目标，这是拉米特·塞西(\u003ca href=\\\"https://www.iwillteachyoutoberich.com/blog/\\\" target=\\\"_blank\\\"\u003eRamit Sethi\u003c/a\u003e)提出的概念。一旦你达到了某个阈值（例如，Sanocki的基准如下），就给自己一个绿灯，继续其他事情：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e20%的打开率，表明你正在向合适的人发送相关电子邮件，并使用有趣的主题行。\u003c/li\u003e\\n\u003cli\u003e5%的点击率，表明你电子邮件中的内容和优惠足够吸引人。\u003c/li\u003e\\n\u003cli\u003e20%的总商店收入来自电子邮件营销，表明电子邮件营销作为一个渠道正在有效地转化首次客户并向现有客户进行追加销售，值得进一步投资。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003cp\u003e\u003cstrong\u003e额外提示：\u003c/strong\u003eDrew Sanocki 还创建了一个\u003ca href=\\\"https://cdn.shopify.com/s/files/1/0070/7032/files/Email_Marketing_Metrics_Tracking.xlsx?v=1711150752\\\" target=\\\"_blank\\\"\u003e简单的免费模板\u003c/a\u003e，你可以用来跟踪你初始电子邮件营销活动的单独表现。\u003c/p\u003e\\n\u003ch2 id=\\\"6\\\"\u003e\u003cstrong\u003e生命周期自动化：电商电子邮件营销的下一个阶段\u003c/strong\u003e\u003c/h2\u003e\\n\u003cp\u003e电子邮件营销信息通过相关性增强其效力，这意味着根据客户的现有行为发送电子邮件。我们可以通过 RFM 来实现——这是一个数据库营销术语，帮助定义客户分类：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e最近性\u003c/strong\u003e是自订阅者或客户最后一次购买以来的天数。R0 是今天购买的。R365 是一年前购买的。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e频率\u003c/strong\u003e是订阅者或客户购买的总次数。F0 从未下过订单。F10 已下过10次订单。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e货币价值\u003c/strong\u003e是客户的总支出——所有订单的总和。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003cp\u003e虽然可以根据客户的现有行为创建几乎无限数量的细分，但在概述客户生命周期时，有五个基本分类可以首先开始：\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e细分 1：新订阅者\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e你与新订阅者的目标是建立信任，介绍你的产品，并促使他们进行首次购买。换句话说，建立一种关系，使他们从 F0（无购买）转变为 F1（首次购买）。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e细分 2：一次性购买者\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e由于高\u003ca href=\\\"/zh/blog/customer-acquisition-cost\\\" target=\\\"_blank\\\"\u003e客户获取成本\u003c/a\u003e，大多数零售商在首次购买（F1）时收支平衡，只有在\u003ca href=\\\"/blog/customer-retention-strategies\\\" target=\\\"_blank\\\"\u003e重复购买\u003c/a\u003e时才能产生利润。然而，如果你今天查看所有客户，可能会发现80%到90%是单次购买的，边际盈利的客户。\u003c/p\u003e\\n\u003cp\u003e改善这一领域将为你带来收益。回馈邮件是一个理想的活动，或是针对刚刚购买的产品提供相关产品优惠的活动。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e细分 3：VIP客户\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e你的“鲸鱼”是那些向你进行大量或持续购买的客户。这些客户的价值很高，更重要的是，他们通常不需要折扣就能回头。\u003c/p\u003e\\n\u003cp\u003e为了吸引这些客户，采用有针对性的电子邮件活动来迎合他们并保持他们的购买——表达你对他们业务的重视，必要时可以提供特别的忠诚计划等。并且不要忘记收集他们想要购买的反馈，以便你可以在未来向他们出售。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e细分 4：流失客户\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e虽然这些客户曾经可能是热情的客户，但由于某种原因，他们现在却不是。\u003c/p\u003e\\n\u003cp\u003e当客户即将流失，可能永远不会再购买时，\u003ca href=\\\"/zh/blog/discounts-and-coupons\\\" target=\\\"_blank\\\"\u003e提供折扣\u003c/a\u003e以挽回他们可能是有经济意义的。针对这一细分的完美邮件称为挽回邮件，应该包括一个引人注目的优惠，提供深度折扣以吸引他们回归。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e细分 5：购物车放弃者\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e一旦购物车放弃活动到位，测试一系列在两周内发送的邮件。首先从温和的提醒开始，如果无效，再转向更大的激励，如折扣。你会发现，许多恢复的购物车在折扣甚至不需要之前就返回。\u003c/p\u003e\\n\u003ch2 id=\\\"7\\\"\u003e\u003cstrong\u003e发送邮件并通过电商电子邮件营销推动更多销售\u003c/strong\u003e\u003c/h2\u003e\\n\u003cp\u003e电子邮件营销的最佳之处在于，它是一个低风险的渠道，适合你在初探时进行探索。\u003c/p\u003e\\n\u003cp\u003e开始建立一个基本的电子邮件列表，立即设置你的第一个购物车放弃活动，并慢慢迭代，直到你拥有一个全面的电商电子邮件营销策略。现在没有比这更好的时机开始了。\u003c/p\u003e\\n\u003cdiv class=\\\"marketing-block marketing-block--light marketing-block--padded\\\"\u003e\\n\u003cdiv itemtype=\\\"https://schema.org/FAQPage\\\" itemscope=\\\"\\\"\u003e\\n\u003ch2 id=\\\"8\\\"\u003e电商电子邮件营销——常见问题\u003c/h2\u003e\\n\u003cdiv itemtype=\\\"https://schema.org/Question\\\" itemprop=\\\"mainEntity\\\" itemscope=\\\"\\\"\u003e\\n\u003ch3 itemprop=\\\"name\\\"\u003e电商如何使用电子邮件营销？\u003c/h3\u003e\\n\u003cdiv itemtype=\\\"https://schema.org/Answer\\\" itemprop=\\\"acceptedAnswer\\\" itemscope=\\\"\\\"\u003e\\n\u003cdiv itemprop=\\\"text\\\"\u003e\\n\u003cp\u003e电商邮件营销是一种聪明的营销策略，通过电子邮件推广在线商店及其产品。电子邮件是与客户沟通的热门渠道，也是电商品牌的有效营销策略。\u003c/p\u003e\\n\u003c/div\u003e\\n\u003c/div\u003e\\n\u003c/div\u003e\\n\u003cdiv itemtype=\\\"https://schema.org/Question\\\" itemprop=\\\"mainEntity\\\" itemscope=\\\"\\\"\u003e\\n\u003ch3 itemprop=\\\"name\\\"\u003e电商的不同类型的电子邮件营销是什么？\u003c/h3\u003e\\n\u003cdiv itemtype=\\\"https://schema.org/Answer\\\" itemprop=\\\"acceptedAnswer\\\" itemscope=\\\"\\\"\u003e\\n\u003cdiv itemprop=\\\"text\\\"\u003e\\n\u003cul\u003e\\n\u003cli\u003e交易邮件\u003c/li\u003e\\n\u003cli\u003e促销邮件\u003c/li\u003e\\n\u003cli\u003e生命周期邮件\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003c/div\u003e\\n\u003c/div\u003e\\n\u003c/div\u003e\\n\u003cdiv itemtype=\\\"https://schema.org/Question\\\" itemprop=\\\"mainEntity\\\" itemscope=\\\"\\\"\u003e\\n\u003ch3 itemprop=\\\"name\\\"\u003e最佳电子邮件营销工具是什么？\u003c/h3\u003e\\n\u003cdiv itemtype=\\\"https://schema.org/Answer\\\" itemprop=\\\"acceptedAnswer\\\" itemscope=\\\"\\\"\u003e\\n\u003cdiv itemprop=\\\"text\\\"\u003e\\n\u003cp\u003eShopify Email工具允许你创建、运行和跟踪电子邮件营销活动。通过它，你可以自定义电子邮件模板，使用来自你商店的产品内容创建美观的电子邮件。\u003c/p\u003e\\n\u003c/div\u003e\\n\u003c/div\u003e\\n\u003c/div\u003e\\n\u003c/div\u003e\\n\u003c/div\u003e\",\"excerpt\",\"不知道什么是电商电子邮件营销？本指南分享电商电子邮件营销策略来促进更高的CTRs和销量。\",\"excerptHtml\",\"\u003cspan style=\\\"font-weight: 400;\\\" data-mce-fragment=\\\"1\\\" data-mce-style=\\\"font-weight: 400;\\\"\u003e不知道什么是电商电子邮件营销？本指南分享电商电子邮件营销策略来促进更高的CTRs和销量。\u003c/span\u003e\",\"seo\",{\"_1959\":1994,\"_342\":-5,\"_1803\":1989},\"SEO\",\"metafields\",[-5,-5,-5,1997,-5,-5,-5],{\"_1959\":1998,\"_1999\":2000,\"_2001\":2002},\"Metafield\",\"value\",\"{\\\"zh-cn\\\":\\\"https://www.shopify.com/zh-CN/blog/email-marketing\\\"}\",\"key\",\"hreflang_json\",\"imageUrl\",\"imageAltText\",\"imageClass\",\"createdAt\",\"createdAtRaw\",\"modifiedAt\",\"2024年11月19日\",\"modifiedAtRaw\",\"metaDescription\",\"\u003cp\u003e科技评论员们常常自信地宣称电子邮件营销已经走到了尽头。但只需看看你的收件箱，就会发现“你还有邮件。”\u003c/p\u003e\\n\u003cp\u003e电商电子邮件营销是商店老板在适当的时机向客户发送相关和个性化信息的一种方式——而无需得到互联网日益严格的守门人的许可。此外，电子邮件的全球用户数量持续健康增长，毫无减缓的迹象。\u003c/p\u003e\\n\u003cp\u003e无论你是刚开始进行电子邮件营销的小店主，还是在构思下一个大型活动，我们的指南将揭示哪些电商电子邮件活动效果最佳，以及如何充分利用每次广播。\u003c/p\u003e\u003cdiv id=\\\"text-cta\\\" class=\\\"hidden lg:block\\\"\u003e\u003c/div\u003e\\n\u003cdiv class=\\\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight\\\" data-component-name=\\\"blog-cta-marketing\\\"\u003e\\n\u003cp\u003e使用我们可定制的电子邮件模板创建将订阅转化为销售的邮件。自信地设置你的第一个电子邮件活动，今天就开始推动销售！\u003c/p\u003e\\n\u003ca href=\\\"/first-sale/email-templates?utm_campaign=First_Day_to_First_Sale\u0026amp;utm_source=blog\\\" class=\\\"marketing-button marketing-button--small\\\" target=\\\"_blank\\\"\u003e了解更多\u003c/a\u003e\\n\u003c/div\u003e\\n\\n\u003ch2 id=\\\"1\\\"\u003e\u003cstrong\u003e什么是电商电子邮件营销？\u003c/strong\u003e\u003c/h2\u003e\\n\u003cp\u003e电商电子邮件营销是通过电子邮件向潜在和现有客户发送营销信息的实践，旨在销售、教育或建立客户忠诚度。\u0026nbsp;\u003c/p\u003e\\n\u003cp\u003e电子邮件是一个“自有”的数字营销渠道——也就是说，发送者完全控制内容和分发——通常在向细分的收件人列表发送个人化、相关的信息时效果最佳。\u003c/p\u003e\\n\u003cp\u003e电子邮件在电商中尤其重要，用于发送交易、促销和生命周期信息。这是一种聪明的方式，可以通过移动设备与人们建立联系，并最大化你的营销效果。\u003c/p\u003e\\n\u003cdiv class=\\\"marketing-block marketing-block--light marketing-block--padded border-t-2 px-8 py-10 my-12 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_img]:my-auto [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p]:text-body-sm [\u0026amp;_.heading--4]:text-t6 [\u0026amp;_.marketing-button]:text-white [\u0026amp;_.marketing-button]:no-underline border-blog-highlight\\\" data-component-name=\\\"blog-cta-marketing\\\"\u003e\\n\u003cp class=\\\"heading--4\\\"\u003e使用 Shopify Email 在几分钟内创建品牌电子邮件\u003c/p\u003e\\n\u003cp\u003e使用 Shopify Email，你可以轻松创建、发送、自动化和跟踪电子邮件活动，全部通过你的 Shopify 管理后台完成——无需编码。\u003c/p\u003e\\n\u003ca href=\\\"/zh/email-marketing\\\" class=\\\"marketing-button marketing-button--small\\\" target=\\\"_blank\\\"\u003e发现 Shopify Email\u003c/a\u003e\\n\u003c/div\u003e\\n\u003ch2 id=\\\"2\\\"\u003e\u003cstrong\u003e三种电商电子邮件营销类型\u003c/strong\u003e\u003c/h2\u003e\\n\u003cp\u003e让我们来探讨电商商家使用的三种电子邮件营销类型。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e1. 交易邮件\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e\u003ca href=\\\"/blog/ecommerce-transaction-emails\\\" target=\\\"_blank\\\"\u003e交易邮件\u003c/a\u003e在结账和其他购买行为中发送。它们更具功能性，向个别客户发送关键信息。\u003c/p\u003e\\n\u003cp\u003e根据一项研究，交易邮件的打开率约为\u003ca href=\\\"https://influencermarketinghub.com/email-open-rates/\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003e60%\u003c/a\u003e，远高于平均水平\u003ca href=\\\"https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003e37.65%\u003c/a\u003e。这是为什么呢？因为交易邮件不仅是预期的，还是被期待的。客户会主动寻找它们。\u003c/p\u003e\\n\u003ch4\u003e\u003cstrong\u003e订单确认和电子邮件收据\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e利用电子邮件订单确认的机会，在初次销售后留住客户。\u003c/p\u003e\\n\u003cp\u003e确保你的电子邮件收据回答客户的基本问题：他们可以期待何时收到订单，你将发货到哪个地址，以及他们可以在哪里询问问题。只有在基本信息到位后，才应尝试添加其他内容。\u003c/p\u003e\\n\u003cp\u003e对于回头客，可以尝试推荐相关产品，或在发货前提供附加产品或配件的选项。\u003c/p\u003e\\n\u003cp\u003e例如，\u003ca href=\\\"https://www.crateandbarrel.com/\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003eCrate \u0026amp; Barrel\u003c/a\u003e在发货前发送订单确认邮件，邀请客户在包裹中添加更多商品。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_1_a4a59f60-9b77-4ed7-8048-2492297fe70e.jpg?v=1732172082\\\" alt=\\\"Crate \u0026amp; Barrel 在发货前发送订单确认邮件，邀请客户在包裹中添加更多商品。\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_1_a4a59f60-9b77-4ed7-8048-2492297fe70e.jpg?v=1732172082\\\"\u003e\u003c/div\u003e\\n\u003cp\u003e改善订单确认邮件的方式：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e推荐相关产品\u003c/strong\u003e，如建议配件，提供为朋友购买同款产品的选项，或添加订阅购买的选项。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e提供限时折扣码或免运费\u003c/strong\u003e，以激励未来的购买。这被称为回馈优惠，虽然提供折扣会导致收入损失，但通常让客户以更低的价格回来总比不回来要好。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e邀请客户加入你的社区。\u003c/strong\u003e如果你销售的是纯功能性产品，这可能不适用。但希望与客户共享价值观的企业应利用收据作为另一种让客户融入社区的途径。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch4\u003e\u003cstrong\u003e发货确认邮件\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e发货确认邮件在包裹发出后发送。它们很有价值，因为客户已经对收到订单感到兴奋。这也是一个未被充分利用的机会，可以发挥创意，给客户带来惊喜。\u003c/p\u003e\\n\u003cp\u003e在转化更多客户方面，想想如何利用发货确认邮件来推动行动并加深客户与品牌的关系。\u003c/p\u003e\\n\u003cp\u003e例如，\u003ca href=\\\"https://www.tradesy.com/\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003eTradesy\u003c/a\u003e（现在称为 Vestiaire Collective）利用发货确认邮件推广其推荐计划，鼓励客户赠送朋友和家人20美元（约140元人民币）的优惠。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_2.jpg?v=1732172082\\\" alt=\\\"Tradesy的发货邮件\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_2.jpg?v=1732172082\\\" loading=\\\"lazy\\\"\u003e\u003c/div\u003e\\n\u003cp\u003e改善发货确认邮件的方式：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e让客户轻松跟踪他们的订单。\u003c/strong\u003e包括预计的交货日期和链接到运输公司的追踪号码，以便人们可以点击查看他们的订单位置。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e建议客户推荐朋友\u003c/strong\u003e，通过转发他们购买的产品链接来激励口碑营销，实施奖励的推荐计划。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e包含与客户购买匹配的产品建议。\u003c/strong\u003e例如，如果客户购买了一条男士裤子，产品推荐可以集中在搭配的衬衫和领带上。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch4\u003e\u003cstrong\u003e回访邮件\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e许多品牌忽视客户反馈，后果自负。幸运的是，征求反馈可以简单得多，只需发送一份调查或一个关于客户购物体验的单一问题。\u003c/p\u003e\\n\u003cp\u003e在你的\u003ca href=\\\"/blog/post-sales-emails-turn-buyers-into-fans\\\" target=\\\"_blank\\\"\u003e购买后邮件\u003c/a\u003e中，发送客户到第三方调查工具以获取反馈，或在邮件中包含完整的调查。通常，企业会使用评分系统（例如，“评价你的体验”）来实现。\u003c/p\u003e\\n\u003cp\u003e你会希望在客户假设已经收到并使用他们订购的产品后发送这些请求。以下是来自\u003ca href=\\\"https://www.dairyqueen.com/en-us/\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003eDairy Queen\u003c/a\u003e的示例调查：\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_3.jpg?v=1732172082\\\" alt=\\\"来自 Dairy Queen 的回访邮件示例\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_3.jpg?v=1732172082\\\" loading=\\\"lazy\\\"\u003e\u003c/div\u003e\\n\u003cp\u003e改善客户反馈邮件的方式：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e关注客户满意度，而不是销售，\u003c/strong\u003e以便获取客户对其购买的看法。随着时间的推移，跟踪这些指标，并寻找可以实施的可行见解以改善你的业务。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e在你的网站上放置客户评价/调查表\u003c/strong\u003e，以便客户在提交反馈后可以看到相关的优惠和产品。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e跟进不满意的客户。\u003c/strong\u003e这很重要，首先是促使他们回应，其次是找出如何改善未来客户的体验。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e在产品页面上显示评价\u003c/strong\u003e，作为用户生成的内容，以增强未来买家的信心。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch4\u003e\u003cstrong\u003e感谢邮件\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e\u003ca href=\\\"/zh/blog/thank-your-customers\\\" target=\\\"_blank\\\"\u003e感谢邮件\u003c/a\u003e是激励客户忠诚度的绝佳方式。它们使你的公司在客户的收件箱中保持可见，并为你提供了另一个机会，通过优惠券和链接增加点击率。\u003c/p\u003e\\n\u003cp\u003eHubSpot 报告称，感谢邮件的\u003ca href=\\\"https://blog.hubspot.com/blog/tabid/6307/bid/33725/why-thank-you-emails-are-the-untapped-gold-mine-of-email-marketing.aspx\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003e互动率是普通营销邮件的两倍\u003c/a\u003e。感谢邮件的打开率为42%，点击率为14%，而普通营销邮件的打开率为12%，点击率为6%。\u003c/p\u003e\\n\u003cp\u003e创建基本的文本邮件或使用自动化的\u003ca href=\\\"/blog/email-marketing-case-study\\\" target=\\\"_blank\\\"\u003e电子邮件模板\u003c/a\u003e。像\u003ca href=\\\"http://www.beefree.io/\\\" target=\\\"_blank\\\"\u003eBee Free\u003c/a\u003e这样的公司提供各种类型的邮件模板和服务。在下面的示例中，Bee 向其电子邮件订阅者发送感谢邮件。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_4.jpg?v=1732172082\\\" alt=\\\"感谢邮件示例\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_4.jpg?v=1732172082\\\" loading=\\\"lazy\\\"\u003e\u003c/div\u003e\\n\u003cp\u003e优化感谢邮件的方式包括：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e保持简单。\u003c/strong\u003e使信息简短明了，并提供行动号召，以便客户可以继续与您的业务互动。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e使用智能的行动号召。\u003c/strong\u003e智能的行动号召会根据查看者自动更改。这将使你的感谢邮件更加个性化，提高客户执行该行动号召的可能性。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e使其适合社交媒体。\u003c/strong\u003e让营销邮件被分享是将其发送给合适人群的最佳方式之一。现在，客户可以通过转发邮件来分享，但如果他们可以在社交媒体上分享，他们将能够更快地触及更多人。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch3\u003e\u003cstrong\u003e2. 促销邮件\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e促销邮件旨在提高对特定交易或（你猜对了）促销活动的关注。\u003c/p\u003e\\n\u003cp\u003e广播邮件发送给你的所有订阅者，或更常见的是发送给你电子邮件列表的一个细分。\u003ca href=\\\"/blog/email-marketing-examples\\\" target=\\\"_blank\\\"\u003e广播邮件的示例\u003c/a\u003e包括新产品发布、每月电子邮件通讯、限时促销、季节性优惠或内容更新。\u003c/p\u003e\\n\u003cp\u003e你可以将这些邮件视为在你有值得分享的新闻时发送的消息，因此要仔细考虑你的基本目标、优惠和订阅者的细分。\u003c/p\u003e\\n\u003ch4\u003e\u003cstrong\u003e新产品（或服务）\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e新产品通常是根据客户反馈开发的，因此在推出产品时，没有比你的订阅者更好的地方了。如果你最新发布的产品吸引了特定客户群体，例如，你可以根据之前的购买情况细分你的列表，并提供优先访问权。\u003c/p\u003e\\n\u003ch4\u003e\u003cstrong\u003e限时优惠\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e创建与客户兴趣相关的限时促销。对他们上周购买的同类商品提供折扣。记住，当促销具有吸引力时，最好不要让过于巧妙的文案妨碍它。\u003c/p\u003e\\n\u003ch4\u003e\u003cstrong\u003e仅限订阅者的折扣\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e无论你是发送定期通讯还是设置关于特殊促销的滴灌活动，你都可以随时包含折扣码，以提高订阅者的购买动机。提供独特性和会员感是一种将情感引入营销的好方法。\u003c/p\u003e\\n\u003cp\u003e你可以看到零售商\u003ca href=\\\"https://pioneercarry.com/\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003ePioneer\u003c/a\u003e如何在下面的电子邮件中使用仅限订阅者的折扣。该品牌预告了即将到来的黑色星期五促销，让订阅者知道他们将在促销当天收到特定的优惠码。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_5.jpg?v=1732172082\\\" alt=\\\"Pioneer 的电子邮件预告其黑色星期五促销\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_5.jpg?v=1732172082\\\" loading=\\\"lazy\\\"\u003e\u003c/div\u003e\\n\u003ch4\u003e\u003cstrong\u003e季节性促销\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e一种传统且有效的电子邮件营销形式是通知订阅者即将到来的假期或季节性优惠。\u003c/p\u003e\\n\u003cp\u003e你可以让订阅者知道黑色星期五促销、圣诞后促销或春季清仓促销。你还可以提醒人们即将到来的假期，如父亲节。\u003c/p\u003e\\n\u003cp\u003e例如，服装品牌\u003ca href=\\\"https://www.everlane.com/\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003eEverlane\u003c/a\u003e通过电子邮件使用横幅推广其黑色星期五促销。它使用醒目的青柠色横幅，促销40%的折扣。潜在购物者可以通过点击“立即购买”链接轻松访问网站。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_6.jpg?v=1732172082\\\" alt=\\\"Everlane 通过电子邮件使用横幅推广其黑色星期五促销\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_6.jpg?v=1732172082\\\" loading=\\\"lazy\\\"\u003e\u003c/div\u003e\\n\u003ch4\u003e\u003cstrong\u003e新闻通讯\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e定期的\u003ca href=\\\"/zh/blog/create-a-newsletter\\\" target=\\\"_blank\\\"\u003e电子邮件通讯\u003c/a\u003e可以帮助教育客户并讲述你的品牌故事。这是一种被低估的方式，可以在不依赖折扣或促销的情况下与客户（和潜在客户）保持联系并建立更紧密的关系。\u003c/p\u003e\\n\u003cp\u003e每个人都喜欢引人入胜的故事，因此如果你能找到来自员工、客户或你自己业务和生活中的显著故事，考虑将其作为通讯的主题。\u003c/p\u003e\\n\u003cp\u003e也许有客户使用你的健身产品减掉了50磅，或者你可以分享是什么最初激励你创业的。无论故事是什么，它都应该既有趣又与品牌相关。\u003c/p\u003e\\n\u003cp\u003e在下面的示例中，\u003ca href=\\\"https://rothys.com/\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003eRothy’s\u003c/a\u003e分享了有关品牌使命的更多信息——特别是公司如何支持可持续性。这是一种明智的方式，可以形成立场并与有相同想法的客户沟通。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_7.jpg?v=1732172082\\\" alt=\\\"在这封电子邮件中，Rothy’s分享了有关品牌使命的更多信息\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_7.jpg?v=1732172082\\\" loading=\\\"lazy\\\"\u003e\u003c/div\u003e\\n\u003ch4\u003e\u003cstrong\u003e内容更新\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e如果你使用内容营销来教育现有客户并吸引新客户，考虑在定期通讯中包含这些内容，或者通过 RSS 自动发送新内容。\u003c/p\u003e\\n\u003cp\u003e当你能够进行投资时，考虑创建提供新产品或更新产品附加背景的内容（例如，美容产品的护理技巧）。\u003c/p\u003e\\n\u003ch4\u003e\u003cstrong\u003e追加销售邮件\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e追加销售邮件是一种营销工具，在客户在你的电商商店购物时将某个商品放入购物车后触发。它通知客户该商品有一个更高级或升级的版本。\u003c/p\u003e\\n\u003cp\u003e合适的追加销售邮件将鼓励客户选择升级服务，从而提高销售额和\u003ca href=\\\"/zh/blog/average-order-value\\\" target=\\\"_blank\\\"\u003e平均订单价值\u003c/a\u003e。\u003c/p\u003e\\n\u003cp\u003e在下面的示例中，\u003ca href=\\\"https://athleticgreens.com/en\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003eAthletic Greens\u003c/a\u003e给读者提供了升级到订阅的机会。如果读者利用这个优惠，他们可以每月节省20美元（约140元人民币），并获得一系列额外福利。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_8.jpg?v=1732172082\\\" alt=\\\"在这封电子邮件中，Athletic Greens 提供了升级到订阅的机会\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_8.jpg?v=1732172082\\\" loading=\\\"lazy\\\"\u003e\u003c/div\u003e\\n\u003ch4\u003e\u003cstrong\u003e交叉销售邮件\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e交叉销售邮件是基于订阅者之前采取的行动发送的触发邮件。这些邮件会提取购买历史、浏览行为和其他个人资料数据，并在初始行动后几天发送。\u003c/p\u003e\\n\u003cp\u003e服装市场\u003ca href=\\\"https://www.lyst.com/\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003eLyst\u003c/a\u003e根据客户感兴趣的品牌发送消息。你会在下面的示例中看到，接收者可以在电子邮件窗口中浏览他们喜欢的品牌，并点击“查看更多”以浏览完整的系列。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_9.jpg?v=1732172082\\\" alt=\\\"Lyst 根据客户感兴趣的品牌发送消息的电子邮件\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_9.jpg?v=1732172082\\\" loading=\\\"lazy\\\"\u003e\u003c/div\u003e\\n\u003ch3\u003e\u003cstrong\u003e3. 生命周期邮件\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e生命周期邮件之所以强大，是因为它们个性化且仅针对小部分订阅者发送与其行为相关的信息。它们也被称为“触发邮件”，因其根据购物者采取的行动以及购物者在客户生命周期中的位置发送。\u003c/p\u003e\\n\u003ch4\u003e\u003cstrong\u003e购物车放弃邮件\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e\u003ca href=\\\"/zh/blog/shopping-cart-abandonment\\\" target=\\\"_blank\\\"\u003e平均购物车放弃率\u003c/a\u003e约为70%。这意味着大量收入未被实现。幸运的是，你可以挽回其中一些潜在客户。\u003c/p\u003e\\n\u003cp\u003e\u003ca href=\\\"/zh/blog/abandoned-cart-emails\\\" target=\\\"_blank\\\"\u003e放弃购物车邮件\u003c/a\u003e是电商中最接近“快速胜利”的东西。商家通常可以恢复5%到11%本来会失去的销售。\u003c/p\u003e\\n\u003cp\u003e考虑为完成购买提供额外激励，尽管这可能会促使购物者放弃购物车以获得折扣。至少，使用以利益为导向的文案，促使他们带着信用卡回到你的商店。\u003c/p\u003e\\n\u003cp\u003e理发店\u003ca href=\\\"http://rudysbarbershop.com/\\\" target=\\\"_blank\\\"\u003eRudy’s\u003c/a\u003e发送了一封放弃购物车邮件，提供限时免运费的优惠。\u003c/p\u003e\\n\u003cp\u003el\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_10.jpg?v=1732172082\\\" alt=\\\"Rudy's的放弃购物车邮件，提供限时免运费的优惠\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_10.jpg?v=1732172082\\\" loading=\\\"lazy\\\"\u003e\u003c/div\u003e\\n\u003cp\u003e改善购物车放弃邮件的方式：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e将主要信息以文本格式呈现\u003c/strong\u003e，以便客户能够立即看到，而无需启用图像。包括一个链接回他们的购物车，以便他们可以轻松完成交易。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e直观地展示客户添加到购物车的产品。\u003c/strong\u003e提醒他们，他们离完成订单只有一步之遥，并专注于他们最初考虑购买该产品的原因。突出具体功能，并展示\u003ca href=\\\"/zh/blog/12206313-the-ultimate-diy-guide-to-beautiful-product-photography\\\" target=\\\"_blank\\\"\u003e高质量的产品照片\u003c/a\u003e。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e传达回到购物车的具体激励\u003c/strong\u003e，如免运费或折扣。如果某个商品即将缺货，请以礼貌的方式告知客户，同时传达紧迫感。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e使用清晰、引人注目的行动号召。\u003c/strong\u003e保持简洁，并限制为一个行动号召。多个行动号召可能会分散客户完成购买这一主要行动的注意力。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch4\u003e\u003cstrong\u003e欢迎邮件系列\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e\u003ca href=\\\"/zh/blog/welcome-email\\\" target=\\\"_blank\\\"\u003e欢迎邮件\u003c/a\u003e是你提交电子邮件地址后收到的邮件。\u003c/p\u003e\\n\u003cp\u003e根据\u003ca href=\\\"https://www.getresponse.com/resources/reports/email-marketing-benchmarks\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003eGetResponse\u003c/a\u003e的研究，欢迎邮件的平均打开率为90.09%，平均点击率为27.06%。尽管数据有所不同，首次购买的电子邮件自动化通常产生的销售是普通促销邮件的三到六倍。\u003c/p\u003e\\n\u003cp\u003e鞋垫零售商\u003ca href=\\\"https://walkfulton.com/\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003eFulton\u003c/a\u003e是欢迎系列的一个很好的例子。该品牌提供10%的折扣码，并在客户的订单中提供免运费和免费退货。这封邮件在客户注册品牌电子邮件列表后立即触发。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_11.jpg?v=1732172082\\\" alt=\\\"Fulton's邮件提供10%的折扣码，并在客户的订单中提供免运费和免费退货\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_11.jpg?v=1732172082\\\" loading=\\\"lazy\\\"\u003e\u003c/div\u003e\\n\u003cp\u003e改善欢迎邮件的方式：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e提供前期价值。\u003c/strong\u003e你不想在唯一的机会窗口中用促销信息淹没客户，以创造强烈的第一印象。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e在几分钟内发送欢迎邮件。\u003c/strong\u003e假设你通过促销代码激励加入你的通讯。如果有人现在准备购买，而他们没有收到那个促销代码，你就有可能永远失去这笔交易。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e设定透明的期望。\u003c/strong\u003e让订阅者轻松更改偏好，告知他们你将发送的新内容及其频率，并提醒他们他们是如何进入你的列表的。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch4\u003e\u003cstrong\u003e第二次订单邮件\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e假设你销售视频游戏。你可能会注意到，平均而言，在购买视频游戏主机一周后，20%的客户会购买第二个控制器。还有50%的客户根本不会再回来。\u003c/p\u003e\\n\u003cp\u003e为了将20%转变为70%，你设计了一个新客户或第二次订单邮件活动。当视频游戏主机的订单进来时，一封\u003ca href=\\\"/blog/57720581-7-automated-email-campaigns-that-win-customers-and-keep-them-coming-back\\\" target=\\\"_blank\\\"\u003e自动化电子邮件活动\u003c/a\u003e将在一周后触发，展示控制器。\u003c/p\u003e\\n\u003cp\u003e这要求你开始查看客户，并在Google Analytics中细分你的数据。有些人在购买主机时会购买控制器，但有相当一部分人不会，这就是你的杠杆所在。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_12.jpg?v=1732172082\\\" alt=\\\"第二次订单邮件示例\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_12.jpg?v=1732172082\\\" loading=\\\"lazy\\\"\u003e\u003c/div\u003e\\n\u003cp\u003e改善第二次订单邮件的方式：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e从你两到三款畅销产品开始。\u003c/strong\u003e是否有与畅销产品相关的补充产品？\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e尝试通过折扣阶梯提高它们的有效性。\u003c/strong\u003e在这种情况下，你只需突出显示补充产品。你还可以尝试对该补充产品提供折扣。或者尝试提供折扣阶梯：5%，如果他们不买，再给10%，然后15%等。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e根据自己的数据测试活动。\u003c/strong\u003e没有人能告诉你你的畅销产品是什么，或者哪些产品与之互补，或者何时发送一击即中的活动。这些活动对每个人来说都是不同的。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch4\u003e\u003cstrong\u003e挽回邮件系列\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e挽回邮件活动旨在吸引失去的客户重新回到积极的购买行为中。\u003c/p\u003e\\n\u003cp\u003e假设客户通常在45天后回来进行第二次购买。如果45天过去了，没有第二次购买，你就知道这个客户不太可能再进行第二次购买。\u003c/p\u003e\\n\u003cp\u003e或者假设你有一个活跃的客户，在过去六个月中每隔45天左右就会购买一次。最近，他失联了：过去44天没有订单。\u003c/p\u003e\\n\u003cp\u003e这就是挽回活动发挥作用的地方。在没有活动的45天后，系统会自动发送一封电子邮件，因为你知道，根据你商店的独特情况，这对一个健康活跃的客户来说是不寻常的。\u003c/p\u003e\\n\u003cp\u003e例如，\u003ca href=\\\"https://www.outdoorvoices.com/\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003eOutdoor Voices\u003c/a\u003e向不活跃的订阅者提供20美元（约140元人民币），用于超过100美元（约700元人民币）的在线购买。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\" data-mce-style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_13.jpg?v=1732172082\\\" alt=\\\"一封向不活跃的订阅者提供20美元（约140元人民币）用于超过100美元（约700元人民币）在线购买的邮件\\\" style=\\\"float: none;\\\" data-mce-style=\\\"float: none;\\\" data-mce-src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_13.jpg?v=1732172082\\\" loading=\\\"lazy\\\"\u003e\u003c/div\u003e\\n\u003cp\u003e改善挽回邮件的方式：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e提前测试，以免错失商机。\u003c/strong\u003e分割测试这些邮件，以找出你可以提供的最低金额，而不会失去转化。你能否以5%而不是10%来应对？也许10%而不是15%？\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e在90天不活动后，前景不妙。\u003c/strong\u003e如果某人三个月没有购买，返回购买的可能性并不大。尽管这确实取决于你的商店和行业。有些商店的销售周期较长。只需注意，你可能会在90天后开始经历收益递减。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch4\u003e\u003cstrong\u003e推荐邮件活动\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e推荐邮件是电商企业传播品牌和产品信息的绝佳方式。研究表明，几乎有\u003ca href=\\\"https://www.marketingcharts.com/cross-media-and-traditional/word-of-mouth-225060\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003e90%的消费者\u003c/a\u003e信任来自他们认识的人的推荐，胜过在线评论和传统广告。\u003c/p\u003e\\n\u003cp\u003e如果你查看下面的示例，\u003ca href=\\\"https://www.meundies.com/\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003eMeUndies\u003c/a\u003e为任何客户推荐的品牌提供20%的推荐优惠券。此外，品牌还给予推荐客户每次成功销售的20美元（约140元人民币）奖励。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" style=\\\"float: none;\\\" alt=\\\"在这封邮件中，MeUndies为任何客户推荐的品牌提供20%的推荐优惠券\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_14.jpg?v=1732172082\\\" loading=\\\"lazy\\\"\u003e\u003c/div\u003e\\n\u003cp\u003e改善推荐邮件的方式：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e有一个好的标题/主题行。\u003c/strong\u003e使其清晰明了，易于让人看到你所提供的内容。个性化也会使你的标题更具吸引力。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e提供良好的激励。\u003c/strong\u003e良好的激励将对你的推荐计划产生良好效果。优惠券或免费试用可以大大帮助你向新受众介绍你的业务。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch4\u003e\u003cstrong\u003e调查邮件\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e来自客户群体的反馈对改善你的业务至关重要。调查邮件帮助你收集数据，以获取和留住客户。\u003c/p\u003e\\n\u003cp\u003e如果你考虑扩展或向你的产品或服务中添加新内容，可以进行投票，以了解客户希望哪些产品。你还可以使用调查来了解客户喜欢的竞争对手，并询问他们原因。\u003c/p\u003e\\n\u003cp\u003e调查邮件的好处在于，你可以向客户群体询问你一直想知道的任何事情。\u003c/p\u003e\\n\u003cp\u003e看看\u003ca href=\\\"https://www.handy.com/\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003eHandy\u003c/a\u003e。它使用简单的单问题投票，并以有趣的方式呈现，以了解哪些清洁服务在客户群体中更受欢迎。利用这些信息，它可以安排推动某些服务的优惠或利用需求。\u003c/p\u003e\\n\u003cdiv style=\\\"text-align: center;\\\"\u003e\u003cimg class=\\\"block block--bordered\\\" style=\\\"float: none;\\\" alt=\\\"在这封邮件中，Handy使用简单的单问题投票，以了解哪些清洁服务在客户群体中更受欢迎\\\" src=\\\"https://cdn.shopify.com/s/files/1/0457/1496/4502/files/img_15.jpg?v=1732172082\\\" loading=\\\"lazy\\\"\u003e\u003c/div\u003e\\n\u003cp\u003e改善调查邮件的方式：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e让你的主题行引人注目且有趣。\u003c/strong\u003e使用动词和邀请性文本，鼓励客户参与你的调查。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e说明所需时间和你提供的激励。\u003c/strong\u003e明确客户在调查中会花费多少时间——可能是一个问题或一个小时的工作。包括与客户花费的时间相等的激励。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e创造紧迫感。\u003c/strong\u003e给调查设定截止日期将防止客户拖延填写调查，使你能够及时获得所需数据。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch2 id=\\\"3\\\"\u003e\u003cstrong\u003e为什么电子邮件营销是电商成功的关键\u003c/strong\u003e\u003c/h2\u003e\\n\u003cp\u003e网站流量的现实是，即使是高度针对性的流量，大多数新访客也不会再回来。建立电子邮件列表并发送引人注目的广播为你保留了你辛苦获得的流量提供了一种方式。\u003c/p\u003e\\n\u003cp\u003e如果你的\u003ca href=\\\"/zh/online-store\\\" target=\\\"_blank\\\"\u003e在线商店\u003c/a\u003e还没有花时间采用电子邮件营销，你可能正在错失收入。以下是考虑在你的电商营销组合中使用电子邮件的四个理由。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e电子邮件让你建立持续的客户关系\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e搜索引擎和社交媒体平台非常适合让未来客户发现你，但电子邮件仍然是维护和加强现有关系的最佳方式。\u003c/p\u003e\\n\u003cp\u003e根据\u003ca href=\\\"https://knowledgebase.constantcontact.com/articles/KnowledgeBase/5409-average-industry-rates?lang=en_US\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003eConstant Contact\u003c/a\u003e的数据，平均电子邮件打开率为33.02%，平均点击率为1.37%，平均跳出率为10.07%。\u003c/p\u003e\\n\u003cp\u003e电子邮件在鼓励客户进行第二次及后续购买方面也发挥着关键作用。客户回头对许多企业来说很重要，因为这可以降低他们获取客户的平均成本。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e电子邮件在推动销售方面极为有效\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e当然，某些企业（和产品）与电子邮件营销特别契合，回报从来没有保证。但多年来，类似的研究描绘了同样的画面：电子邮件是一种高效的渠道，通常超越其他替代方案。\u003c/p\u003e\\n\u003cp\u003eShopify 数据显示，在黑色星期五和网络星期一期间，电子邮件作为渠道的平均订单转化率最高。\u003c/p\u003e\\n\u003cp\u003e更重要的是，Campaign Monitor 报告称，\u003ca href=\\\"https://www.campaignmonitor.com/resources/guides/the-state-of-small-business-marketing/#one\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003e64%的小型企业\u003c/a\u003e将电子邮件作为其主要的获取和留存渠道。电子邮件营销在驱动首次销售和从最有价值的客户中解锁更多收入方面相对独特。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e电子邮件可以影响三大增长乘数\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e大多数追求获取“银弹”的企业家通常会感到失望，并发现获取客户的成本迅速上升。\u003c/p\u003e\\n\u003cp\u003e营销专家杰·阿布拉罕(Jay Abraham)是最早普及只有三种方式来增加收入的想法之一：增加客户总数（C）、增加每位客户的购买总数（购买频率，或 F），或增加\u003ca href=\\\"/zh/blog/average-order-value\\\" target=\\\"_blank\\\"\u003e平均订单价值\u003c/a\u003e（AOV）。\u003c/p\u003e\\n\u003cp\u003e电商电子邮件营销提供了一种可行的方式，帮助你摆脱获取客户的竞争，因为它可以同时影响所有三大增长乘数：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e自动欢迎和放弃购物车邮件可以提高转化率（C）\u003c/li\u003e\\n\u003cli\u003e回馈或挽回活动可以增加客户的购买次数（F）\u003c/li\u003e\\n\u003cli\u003e生命周期活动和广播可以自动向合适的客户突出高价值产品（AOV）\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003cp\u003e系统性关注这三个领域将进一步复合你的结果，这也是为什么在发展电商业务时创建一个有意识的\u003ca href=\\\"/blog/email-marketing-teardown\\\" target=\\\"_blank\\\"\u003e电子邮件营销策略\u003c/a\u003e是值得的最大原因之一。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e电子邮件不受第三方守门人的影响\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e电子邮件不受集中平台的任性影响，在这些平台上，算法的意外调整可能完全破坏分发策略。\u003c/p\u003e\\n\u003cp\u003e相比之下，Facebook页面有机覆盖率自2018年以来一直在\u003ca href=\\\"https://blog.hootsuite.com/organic-reach-declining/\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003e下降\u003c/a\u003e，因为该平台继续专注于推广来自朋友和家人的内容。\u003c/p\u003e\\n\u003cp\u003e同样，提升在谷歌的搜索排名变得越来越困难，广告和答案框导致\u003ca href=\\\"https://sparktoro.com/blog/in-2020-two-thirds-of-google-searches-ended-without-a-click/\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003e无点击搜索的明显增加\u003c/a\u003e，尤其是在移动设备上。比以往任何时候都更重要的是，如果你想在这些平台上接触到客户，你可能被迫支付——而这些费用也在增加。\u003c/p\u003e\\n\u003ch2 id=\\\"4\\\"\u003e\u003cstrong\u003e创建成功的电商电子邮件营销策略\u003c/strong\u003e\u003c/h2\u003e\\n\u003ch3\u003e\u003cstrong\u003e1. 选择电子邮件服务提供商（ESP）\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e有许多强大且具有成本效益的\u003ca href=\\\"/blog/email-marketing-services\\\" target=\\\"_blank\\\"\u003e电子邮件营销服务\u003c/a\u003e可供选择，因此不要被“完美”的选择所困扰。你可以随时更换提供商。\u003c/p\u003e\\n\u003cp\u003e相反，选择一个评价良好的ESP，符合你的需求（例如，定价、拖放编辑器、电子邮件模板等），然后开始发送电子邮件并推动销售。\u003c/p\u003e\\n\u003cp\u003e对于 Shopify 客户，\u003ca href=\\\"https://apps.shopify.com/shopify-email\\\" target=\\\"_blank\\\"\u003eShopify Email\u003c/a\u003e与你的 Shopify 商店集成，使创建、发送和与客户互动变得快速而简单。\u003c/p\u003e\\n\u003cp\u003e电子邮件客户端如\u003ca href=\\\"https://apps.shopify.com/klaviyo-email-marketing\\\" target=\\\"_blank\\\"\u003eKlaviyo\u003c/a\u003e、\u003ca href=\\\"https://apps.shopify.com/privy\\\" target=\\\"_blank\\\"\u003ePrivy\u003c/a\u003e和\u003ca href=\\\"https://apps.shopify.com/omnisend\\\" target=\\\"_blank\\\"\u003eOmnisend\u003c/a\u003e是其他流行的应用程序，它们与 Shopify 集成，作为客户关系管理（CRM）平台。查看我们在\u003ca href=\\\"https://apps.shopify.com/collections/top-email-apps\\\" target=\\\"_blank\\\"\u003eShopify应用商店\u003c/a\u003e上的电子邮件应用推荐完整列表。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e2. 开始建立你的电子邮件列表\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e问任何在线企业主他们最大的营销遗憾，许多人会告诉你，他们没有从第一天开始收集电子邮件地址。吸取这个常见错误的教训，尽快开始增长你的订阅者列表，甚至在你启动业务之前。\u003c/p\u003e\\n\u003cp\u003e在你开始\u003ca href=\\\"/blog/build-email-list\\\" target=\\\"_blank\\\"\u003e建立电子邮件列表\u003c/a\u003e之前，关键是要知道你需要获得许可，以便在未来与潜在客户和客户进行跟进。为此，订阅者需要“选择加入”以接收你的信息，并且有多种方法可以鼓励他们这样做。\u003c/p\u003e\\n\u003ch4\u003e\u003cstrong\u003e如何快速建立电子邮件列表\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e在这个视频中，我们介绍了六种策略，可以帮助你快速免费建立电子邮件列表，即使你是从零开始。\u003c/p\u003e\\n\u003cp\u003e\u003ca href=\\\"https://www.youtube.com/watch?v=6luxPkiY0VE\u0026amp;embeds_euri=https%3A%2F%2Fwww.shopify.com%2F\u0026amp;source_ve_path=MjM4NTE\u0026amp;feature=emb_title\\\" target=\\\"_blank\\\"\u003e如何从零开始建立电子邮件列表（电子邮件营销教程）\u003c/a\u003e\u003c/p\u003e\\n\u003ch4\u003e\u003cstrong\u003e设置预发布页面\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e虽然真实的产品验证需要付费客户，但充满潜在客户的活跃电子邮件列表是一个接近的第二选择。\u003c/p\u003e\\n\u003cp\u003e在你的域名上设置一个基本的着陆页，邀请访问者通过输入他们的电子邮件地址来保持信息更新。不要乞求——写出描述你即将推出的产品令人兴奋的文案，并在适当的地方为早期采用者提供强有力的激励（例如，早鸟客户在发布日享受20%的折扣）。\u003c/p\u003e\\n\u003ch4\u003e\u003cstrong\u003e从销售和客户账户收集电子邮件\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e客户账户对企业非常有价值，因为它们要求购物者分享相关信息——包括他们的电子邮件地址。它们还使购买历史更易于跟踪。\u003c/p\u003e\\n\u003cp\u003e在客户首次下单后提供创建账户的选项。如果你使用 Shopify，\u003ca href=\\\"https://help.shopify.com/en/manual/customers/customer-accounts\\\" target=\\\"_blank\\\"\u003e客户账户是可选的\u003c/a\u003e，你可以在客户完成购买后直接邀请他们激活账户。\u003c/p\u003e\\n\u003ch4\u003e\u003cstrong\u003e在你的网站上放置选择加入表单\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e为了扩大你的列表，你需要直接询问人们是否愿意注册。因此，最好的询问地点是他们已经参与的相关页面。只需确保你没有妨碍网站的设计，留下不好的第一印象。\u003c/p\u003e\\n\u003cp\u003e尝试首先在以下位置放置你的注册表单：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e你的页面头部、导航或页脚。\u003c/strong\u003e虽然这些位置的整体转化率可能低于专门的着陆页，但随着时间的推移，它们产生的订阅者数量将会累积。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e你的关于我们页面。\u003c/strong\u003e如果你的关于我们页面成功传达了公司的愿景，那么它就是鼓励客户订阅的绝佳场所。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e你的博客或资源页面。\u003c/strong\u003e在你的博客中，内嵌或侧边栏的目标选择加入表单可以帮助将他们推向漏斗的下游。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e弹出表单\u003c/strong\u003e。退出意图弹出窗口仅在访问者将鼠标移动到网站的搜索框或返回按钮时显示，给你第二次机会收集他们的电子邮件。尝试在 Shopify 应用商店中使用\u003ca href=\\\"https://apps.shopify.com/privy\\\" target=\\\"_blank\\\"\u003ePrivy\u003c/a\u003e或\u003ca href=\\\"https://apps.shopify.com/justuno-social-email-leads\\\" target=\\\"_blank\\\"\u003eJustuno\u003c/a\u003e等应用来创建你的弹出窗口。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch4\u003e\u003cstrong\u003e通过引导磁铁加速注册\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e在线企业往往假设接收通讯的想法足以吸引人们订阅。营销是关于信息和测量的，而“获取我们的每周邮件”并不是一个引人注目的信息。\u003c/p\u003e\\n\u003cp\u003e为了提高吸引力，考虑创建一个真实的优惠，作为访客分享他们电子邮件的附加激励。以下是一些经过验证的方法：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e提供独家优惠和折扣。\u003c/strong\u003e如果折扣能够留住原本就会流失的潜在客户，那么它们通常是合理的，这意味着它们可以成为客户留下电子邮件的强大动机。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e举办抽奖或比赛。\u003c/strong\u003e虽然比赛可能会带来大量注册，但固有的缺点是你吸引到的人是寻找免费物品的。使用\u003ca href=\\\"https://apps.shopify.com/search?q=contest\\\" target=\\\"_blank\\\"\u003e比赛应用\u003c/a\u003e突破噪音，或为你的列表启动，但不要依赖它们来长期增长一个活跃的受众。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e提供教育内容的访问。\u003c/strong\u003e制作一份包含目标客户实际价值的免费内容，让他们处于购买心态。最佳转化的引导磁铁提供客户可以立即应用的内容，并突出你的产品可以填补的空白。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003ch4\u003e\u003cstrong\u003e亲自索要电子邮件\u003c/strong\u003e\u003c/h4\u003e\\n\u003cp\u003e如果你通过快闪店销售产品，接受朋友的一次性订单，或者已经有实体店面，你会遇到许多机会直接询问客户的电子邮件。\u003c/p\u003e\\n\u003cp\u003e同样的想法适用于实体行动号召：包装插入和随订单发送的小卡片，可以包括折扣或优惠，鼓励客户再次光顾。或者，使用\u003ca href=\\\"/tools/qr-code-generator\\\" target=\\\"_blank\\\"\u003eQR码\u003c/a\u003e，扫描后将客户带到你的电商网站上的单独着陆页。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e3. 合法发送电子邮件\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e你与电子邮件列表建立的关系需要基于许可；不仅仅是从营销的角度，还有法律的角度。\u003c/p\u003e\\n\u003cp\u003e电子邮件推广是“许可营销”的一个例子——这是营销专家和畅销书作者赛思·戈丹(Seth Godin)提出的一个术语——这意味着人们可以随时选择加入或退出与品牌的关系。如果你忽视法律，可能会面临严重的罚款。\u003c/p\u003e\\n\u003cp\u003e熟悉以下规则和法规：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003ca href=\\\"https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-business\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003eCAN-SPAM\u003c/a\u003e。控制非请求色情和营销法案。CAN-SPAM 设定了商业电子邮件的规则。\u003c/li\u003e\\n\u003cli\u003e\\n\u003ca href=\\\"https://ec.europa.eu/commission/priorities/justice-and-fundamental-rights/data-protection/2018-reform-eu-data-protection-rules_en\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003eGDPR\u003c/a\u003e。通用数据保护条例旨在保护欧盟内个人的个人数据。\u003c/li\u003e\\n\u003cli\u003e\\n\u003ca href=\\\"https://crtc.gc.ca/eng/internet/anti.htm\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003eCASL\u003c/a\u003e。加拿大反垃圾邮件法有助于保护加拿大人，同时确保企业能够继续在全球市场中竞争。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003cp\u003e免责声明：本指南中分享的材料仅供信息参考，并不构成法律建议。如果你对发送电子邮件的合法性有任何具体问题，请咨询专门研究该领域的律师。\u003c/p\u003e\\n\u003ch2 id=\\\"5\\\"\u003e\u003cstrong\u003e如何跟踪电商电子邮件营销的表现\u003c/strong\u003e\u003c/h2\u003e\\n\u003ch3\u003e\u003cstrong\u003e1. 列表规模和增长\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e你的电子邮件列表越大，你能够接触到的潜在客户就越多，从而推动销售。使用你的电子邮件服务提供商跟踪此指标，查看你在每周或每月之间添加了多少新订阅者，或在你最近的广播邮件之间。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e2. 打开率和点击率\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e打开率是一个百分比，告诉你在活动中成功发送的电子邮件中有多少被订阅者打开。标准的打开率在\u003ca href=\\\"https://mailchimp.com/resources/email-marketing-benchmarks/\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003e20%\u003c/a\u003e到\u003ca href=\\\"https://knowledgebase.constantcontact.com/articles/KnowledgeBase/5409-average-industry-rates?lang=en_US\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003e33%\u003c/a\u003e之间。你会注意到，当你刚开始时，打开率通常会更高。\u003c/p\u003e\\n\u003cp\u003e点击率是一个百分比，告诉你在活动中成功发送的电子邮件中有多少至少有一次点击。标准的点击率通常是你在线商店转化率的两到三倍，平均略低于3%，这是 \u003ca href=\\\"https://mailchimp.com/resources/email-marketing-benchmarks/\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003eMailchimp的数据\u003c/a\u003e。\u003c/p\u003e\\n\u003cp\u003e虽然打开率和点击率衡量的是不同的行为，但它们共同告诉你关于你的电子邮件吸引力的信息。当数字不平衡时——例如，如果很多人打开了一封电子邮件，但很少有人点击行动号召——你可以看到哪些改进是值得进行的。\u003c/p\u003e\\n\u003cp\u003e了解更多：\u003ca href=\\\"/blog/email-marketing-best-practices\\\" target=\\\"_blank\\\"\u003e20条电子邮件营销最佳实践，将活动转化为销售\u003c/a\u003e\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e3. 投递率和列表健康\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e硬退回是由于无效地址而返回给发件人的电子邮件。良好的硬退回率应低于\u003ca href=\\\"https://www.mailmunch.com/blog/email-bounce-rate\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003e2%\u003c/a\u003e。\u003c/p\u003e\\n\u003cp\u003e垃圾邮件过滤器相对简单。电子邮件的评分因素有很多。如果电子邮件的评分过高，邮件服务器会将其标记为垃圾邮件。\u003c/p\u003e\\n\u003cp\u003e一般来说，你需要避免：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e使用全大写字母、感叹号和“免费”等触发词\u003c/li\u003e\\n\u003cli\u003e大图像伴随很少的文本，因为许多垃圾邮件过滤器无法识别图像\u003c/li\u003e\\n\u003cli\u003e向多年未妥善维护的旧列表发送电子邮件\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003cp\u003e人类垃圾邮件过滤器则更复杂。如果你持续被报告为垃圾邮件发送者，你将损害所有订阅者的投递率。\u003c/p\u003e\\n\u003cp\u003e避免购买列表或在没有明确许可的情况下发送电子邮件，模糊不清地说明你何时会发送邮件，隐藏取消订阅选项或使取消订阅过程不必要地困难，或在你的列表中保留未参与、未激活的潜在客户或客户。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e4. A/B 测试结果\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003eA/B 测试让你可以自信地发送高效的电子邮件，通过先在较小的订阅者群体中测试特定的信息、设计和行动号召。\u003c/p\u003e\\n\u003cp\u003e进行\u003ca href=\\\"/zh/blog/the-complete-guide-to-ab-testing\\\" target=\\\"_blank\\\"\u003eA/B 测试\u003c/a\u003e意味着划分三组接收者：A组、B组和C组。在向A组和B组发送两种电子邮件变体后，你将使用分析数据决定哪种信息通过产生更多的参与或销售表现更好。然后，你将把获胜的版本，无论是A还是B，发送给最终的接收者池（C）。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e5. 收入\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e你商店总收入的百分之多少可以归因于电子邮件营销？在他的Shopify学院课程中，AutoAnything的首席执行官德鲁·萨诺基(Drew Sanocki)表示，他看到许多成功的商店约有20%的总收入来自他们的电子邮件渠道。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e使用绿灯基准的价值\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e跟踪你在任何渠道上的营销表现至关重要，但过于关注\u003ca href=\\\"/zh/blog/email-marketing-metrics\\\" target=\\\"_blank\\\"\u003e电子邮件营销指标\u003c/a\u003e容易让人分心。\u003c/p\u003e\\n\u003cp\u003e相反，考虑以“绿灯基准”为目标，这是拉米特·塞西(\u003ca href=\\\"https://www.iwillteachyoutoberich.com/blog/\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003eRamit Sethi\u003c/a\u003e)提出的概念。一旦你达到了某个阈值（例如，Sanocki的基准如下），就给自己一个绿灯，继续其他事情：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e20%的打开率，表明你正在向合适的人发送相关电子邮件，并使用有趣的主题行。\u003c/li\u003e\\n\u003cli\u003e5%的点击率，表明你电子邮件中的内容和优惠足够吸引人。\u003c/li\u003e\\n\u003cli\u003e20%的总商店收入来自电子邮件营销，表明电子邮件营销作为一个渠道正在有效地转化首次客户并向现有客户进行追加销售，值得进一步投资。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003cp\u003e\u003cstrong\u003e额外提示：\u003c/strong\u003eDrew Sanocki 还创建了一个\u003ca href=\\\"https://cdn.shopify.com/s/files/1/0070/7032/files/Email_Marketing_Metrics_Tracking.xlsx?v=1711150752\\\" target=\\\"_blank\\\" rel=\\\"nofollow noopener noreferrer\\\"\u003e简单的免费模板\u003c/a\u003e，你可以用来跟踪你初始电子邮件营销活动的单独表现。\u003c/p\u003e\\n\u003ch2 id=\\\"6\\\"\u003e\u003cstrong\u003e生命周期自动化：电商电子邮件营销的下一个阶段\u003c/strong\u003e\u003c/h2\u003e\\n\u003cp\u003e电子邮件营销信息通过相关性增强其效力，这意味着根据客户的现有行为发送电子邮件。我们可以通过 RFM 来实现——这是一个数据库营销术语，帮助定义客户分类：\u003c/p\u003e\\n\u003cul\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e最近性\u003c/strong\u003e是自订阅者或客户最后一次购买以来的天数。R0 是今天购买的。R365 是一年前购买的。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e频率\u003c/strong\u003e是订阅者或客户购买的总次数。F0 从未下过订单。F10 已下过10次订单。\u003c/li\u003e\\n\u003cli\u003e\\n\u003cstrong\u003e货币价值\u003c/strong\u003e是客户的总支出——所有订单的总和。\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003cp\u003e虽然可以根据客户的现有行为创建几乎无限数量的细分，但在概述客户生命周期时，有五个基本分类可以首先开始：\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e细分 1：新订阅者\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e你与新订阅者的目标是建立信任，介绍你的产品，并促使他们进行首次购买。换句话说，建立一种关系，使他们从 F0（无购买）转变为 F1（首次购买）。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e细分 2：一次性购买者\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e由于高\u003ca href=\\\"/zh/blog/customer-acquisition-cost\\\" target=\\\"_blank\\\"\u003e客户获取成本\u003c/a\u003e，大多数零售商在首次购买（F1）时收支平衡，只有在\u003ca href=\\\"/blog/customer-retention-strategies\\\" target=\\\"_blank\\\"\u003e重复购买\u003c/a\u003e时才能产生利润。然而，如果你今天查看所有客户，可能会发现80%到90%是单次购买的，边际盈利的客户。\u003c/p\u003e\\n\u003cp\u003e改善这一领域将为你带来收益。回馈邮件是一个理想的活动，或是针对刚刚购买的产品提供相关产品优惠的活动。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e细分 3：VIP客户\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e你的“鲸鱼”是那些向你进行大量或持续购买的客户。这些客户的价值很高，更重要的是，他们通常不需要折扣就能回头。\u003c/p\u003e\\n\u003cp\u003e为了吸引这些客户，采用有针对性的电子邮件活动来迎合他们并保持他们的购买——表达你对他们业务的重视，必要时可以提供特别的忠诚计划等。并且不要忘记收集他们想要购买的反馈，以便你可以在未来向他们出售。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e细分 4：流失客户\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e虽然这些客户曾经可能是热情的客户，但由于某种原因，他们现在却不是。\u003c/p\u003e\\n\u003cp\u003e当客户即将流失，可能永远不会再购买时，\u003ca href=\\\"/zh/blog/discounts-and-coupons\\\" target=\\\"_blank\\\"\u003e提供折扣\u003c/a\u003e以挽回他们可能是有经济意义的。针对这一细分的完美邮件称为挽回邮件，应该包括一个引人注目的优惠，提供深度折扣以吸引他们回归。\u003c/p\u003e\\n\u003ch3\u003e\u003cstrong\u003e细分 5：购物车放弃者\u003c/strong\u003e\u003c/h3\u003e\\n\u003cp\u003e一旦购物车放弃活动到位，测试一系列在两周内发送的邮件。首先从温和的提醒开始，如果无效，再转向更大的激励，如折扣。你会发现，许多恢复的购物车在折扣甚至不需要之前就返回。\u003c/p\u003e\\n\u003ch2 id=\\\"7\\\"\u003e\u003cstrong\u003e发送邮件并通过电商电子邮件营销推动更多销售\u003c/strong\u003e\u003c/h2\u003e\\n\u003cp\u003e电子邮件营销的最佳之处在于，它是一个低风险的渠道，适合你在初探时进行探索。\u003c/p\u003e\\n\u003cp\u003e开始建立一个基本的电子邮件列表，立即设置你的第一个购物车放弃活动，并慢慢迭代，直到你拥有一个全面的电商电子邮件营销策略。现在没有比这更好的时机开始了。\u003c/p\u003e\\n\u003cdiv class=\\\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [\u0026amp;_[itemscope]]:mb-6 [\u0026amp;_[itemscope]:last-child]:mb-0\\\" id=\\\"faq-section\\\"\u003e\\n\u003cdiv itemtype=\\\"https://schema.org/FAQPage\\\" itemscope=\\\"\\\"\u003e\\n\u003ch2 id=\\\"8\\\"\u003e电商电子邮件营销——常见问题\u003c/h2\u003e\\n\u003cdiv itemtype=\\\"https://schema.org/Question\\\" itemprop=\\\"mainEntity\\\" itemscope=\\\"\\\"\u003e\\n\u003ch3 itemprop=\\\"name\\\"\u003e电商如何使用电子邮件营销？\u003c/h3\u003e\\n\u003cdiv itemtype=\\\"https://schema.org/Answer\\\" itemprop=\\\"acceptedAnswer\\\" itemscope=\\\"\\\"\u003e\\n\u003cdiv itemprop=\\\"text\\\"\u003e\\n\u003cp\u003e电商邮件营销是一种聪明的营销策略，通过电子邮件推广在线商店及其产品。电子邮件是与客户沟通的热门渠道，也是电商品牌的有效营销策略。\u003c/p\u003e\\n\u003c/div\u003e\\n\u003c/div\u003e\\n\u003c/div\u003e\\n\u003cdiv itemtype=\\\"https://schema.org/Question\\\" itemprop=\\\"mainEntity\\\" itemscope=\\\"\\\"\u003e\\n\u003ch3 itemprop=\\\"name\\\"\u003e电商的不同类型的电子邮件营销是什么？\u003c/h3\u003e\\n\u003cdiv itemtype=\\\"https://schema.org/Answer\\\" itemprop=\\\"acceptedAnswer\\\" itemscope=\\\"\\\"\u003e\\n\u003cdiv itemprop=\\\"text\\\"\u003e\\n\u003cul\u003e\\n\u003cli\u003e交易邮件\u003c/li\u003e\\n\u003cli\u003e促销邮件\u003c/li\u003e\\n\u003cli\u003e生命周期邮件\u003c/li\u003e\\n\u003c/ul\u003e\\n\u003c/div\u003e\\n\u003c/div\u003e\\n\u003c/div\u003e\\n\u003cdiv itemtype=\\\"https://schema.org/Question\\\" itemprop=\\\"mainEntity\\\" itemscope=\\\"\\\"\u003e\\n\u003ch3 itemprop=\\\"name\\\"\u003e最佳电子邮件营销工具是什么？\u003c/h3\u003e\\n\u003cdiv itemtype=\\\"https://schema.org/Answer\\\" itemprop=\\\"acceptedAnswer\\\" itemscope=\\\"\\\"\u003e\\n\u003cdiv itemprop=\\\"text\\\"\u003e\\n\u003cp\u003eShopify Email工具允许你创建、运行和跟踪电子邮件营销活动。通过它，你可以自定义电子邮件模板，使用来自你商店的产品内容创建美观的电子邮件。\u003c/p\u003e\\n\u003c/div\u003e\\n\u003c/div\u003e\\n\u003c/div\u003e\\n\u003c/div\u003e\\n\u003c/div\u003e\",\"latestArticles\",[],\"contentNavigationLinks\",[2017,2021,2024,2027,2030,2033,2036],{\"_2018\":2019,\"_385\":2020},\"href\",\"#1\",\"什么是电商电子邮件营销？\",{\"_2018\":2022,\"_385\":2023},\"#2\",\"三种电商电子邮件营销类型\",{\"_2018\":2025,\"_385\":2026},\"#3\",\"为什么电子邮件营销是电商成功的关键\",{\"_2018\":2028,\"_385\":2029},\"#4\",\"创建成功的电商电子邮件营销策略\",{\"_2018\":2031,\"_385\":2032},\"#5\",\"如何跟踪电商电子邮件营销的表现\",{\"_2018\":2034,\"_385\":2035},\"#6\",\"生命周期自动化：电商电子邮件营销的下一个阶段\",{\"_2018\":2037,\"_385\":2038},\"#8\",\"电商电子邮件营销——常见问题\",\"blogHandle\",\"settings\",{\"_2042\":2043,\"_2051\":2052,\"_2059\":2072,\"_2076\":2077,\"_2219\":2220,\"_2516\":2517,\"_2549\":2550,\"_2670\":2671,\"_2701\":2702,\"_2704\":2705},\"topSectionImages\",[2044,2047,2049],{\"_2045\":2046},\"src\",\"https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500\u0026originalHeight=641\",{\"_2045\":2048},\"https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500\u0026originalHeight=641\",{\"_2045\":2050},\"https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500\u0026originalHeight=641\",\"images\",{\"_2053\":2054,\"_2055\":2056,\"_2057\":2058,\"_2059\":2060,\"_2063\":2064,\"_2065\":2066,\"_2067\":2068},\"guides-modal-default\",\"https://cdn.shopify.com/shopifycloud/brochure/assets/content-marketing/blog/guides/default-popup-small-507879111d55acdd759b202ab869ea0b8bd0f4af9f9aaa7c540efe59b8e046db.jpg\",\"guides-modal-photography\",\"https://cdn.shopify.com/b/shopify-brochure2-assets/1bd4b072dc187a774c9af650d0f16d0b.jpg\",\"guides-modal-seo\",\"https://cdn.shopify.com/b/shopify-brochure2-assets/63781344c2932de6e553a54b02291692.jpg\",\"subscription\",{\"_1974\":2061},{\"_153\":2062},\"https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420\u0026originalHeight=1040\",\"rightColSideBannerImg\",\"https://cdn.shopify.com/b/shopify-brochure2-assets/c8790c0f3c1fa91ccc845e45ce067bbe.png\",\"rightColSideBannerGetInTouchImg\",\"https://cdn.shopify.com/b/shopify-brochure2-assets/e2a124c9e2e7ae76119a66cfc515535b.png\",\"articleNavigation\",{\"_2069\":2070},\"banner\",{\"_153\":2071},\"https://cdn.shopify.com/b/shopify-brochure2-assets/e570727d45209fec56c410f802faa0fe.png\",{\"_2040\":2073},{\"_2074\":2075},\"subscriptionId\",\"DE84EF61-2A02-4778-8807-F01B108DE974\",\"citation\",{\"_2078\":2079,\"_2092\":2093,\"_2138\":2139,\"_2173\":2174,\"_2193\":2194},\"high-ticket-affiliate-programs\",[2080,2083,2086,2089],{\"_385\":2081,\"_387\":2082},\"Zip Recruiter - [High ticket affiliate marketing salary]\",\"https://www.ziprecruiter.com/Salaries/High-Ticket-Affiliate-Marketing-Salary\",{\"_385\":2084,\"_387\":2085},\"Zip Recruiter - [Affiliate Marketing Salary]\",\"https://www.ziprecruiter.com/Salaries/Affiliate-Marketing-Salary\",{\"_385\":2087,\"_387\":2088},\"Smartway - [Affiliate Marketing Smart Way]\",\"https://www.smartpassiveincome.com/affiliate-marketing-smart-way/\",{\"_385\":2090,\"_387\":2091},\"Ryan Robinson - [How I earned $35,218.31 blogging last month]\",\"https://www.ryrob.com/blog-income-report-march-2021/\",\"amazon-affiliate-marketing\",[2094,2097,2100,2103,2106,2109,2112,2114,2117,2120,2123,2126,2129,2132,2135],{\"_385\":2095,\"_387\":2096},\"Datanyze - [Affiliate Networks Software Market Share]\",\"https://www.datanyze.com/market-share/affiliate-networks--69\",{\"_385\":2098,\"_387\":2099},\"Amazon Associates - [Amazon’s affiliate marketing program]\",\"https://affiliate-program.amazon.com/\",{\"_385\":2101,\"_387\":2102},\"eMarketer - [Prime Day US Online Shoppers Start Product Searches on Amazon]\",\"https://www.emarketer.com/content/prime-day-us-online-shoppers-start-product-searches-amazon\",{\"_385\":2104,\"_387\":2105},\"Amazon Associates - [Associates Program Participation Requirements]\",\"https://affiliate-program.amazon.com/help/node/topic/G9SMD8TQHFJ7728F\",{\"_385\":2107,\"_387\":2108},\"Themenhero - [Men’s Guide For Brands \u0026 Fashion]\",\"https://themenhero.com/\",{\"_385\":2110,\"_387\":2111},\"Zip Recruiter - [Amazon Affiliate Salary]\",\"https://www.ziprecruiter.com/Salaries/Amazon-Affiliate-Salary\",{\"_385\":2104,\"_387\":2113},\"https://affiliate-program.amazon.com/help/operating/policies#Associates%20Program%20Participation%20Requirements\",{\"_385\":2115,\"_387\":2116},\"Amazon - [Application Review Process]\",\"https://affiliate-program.amazon.com/help/node/topic/G8TW5AE9XL2VX9VM\",{\"_385\":2118,\"_387\":2119},\"Coffee Brewing Pro - [Coffee Brewing Pro]\",\"https://coffeebrewingpro.com/\",{\"_385\":2121,\"_387\":2122},\"Sprocker Lovers - [Sprocker Lovers]\",\"https://sprockerlovers.com/\",{\"_385\":2124,\"_387\":2125},\"McKinsey \u0026 Company - [What is omnichannel marketing?]\",\"https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-omnichannel-marketing\",{\"_385\":2127,\"_387\":2128},\"Package Free Shop - [Package Free Shop]\",\"https://packagefreeshop.com/\",{\"_385\":2130,\"_387\":2131},\"McKinsey \u0026 Company - [Five-star growth: Using online ratings to design better product]\",\"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/five-star-growth-using-online-ratings-to-design-better-products\",{\"_385\":2133,\"_387\":2134},\"The Every Day Farmhouse - [Homesteading Gift Ideas]\",\"https://theeverydayfarmhouse.com/homesteading-gift-ideas/\",{\"_385\":2136,\"_387\":2137},\"insider Intelligence -[Over 60% of US online shoppers start their product search on Amazon]\",\"https://www.insiderintelligence.com/content/online-shoppers-search-on-amazon\",\"pinterest-affiliate-marketing\",[2140,2143,2146,2149,2152,2155,2158,2161,2164,2167,2170],{\"_385\":2141,\"_387\":2142},\"Pinterest- [Your audience is here]\",\"https://business.pinterest.com/audience/\",{\"_385\":2144,\"_387\":2145},\"Pinterest - [Community guidelines]\",\"https://policy.pinterest.com/en/community-guidelines\",{\"_385\":2147,\"_387\":2148},\"FTC - [Online advertising disclosure guidelines]\",\"https://www.ftc.gov/sites/default/files/attachments/press-releases/ftc-staff-revises-online-advertising-disclosure-guidelines/130312dotcomdisclosures.pdf\",{\"_385\":2150,\"_387\":2151},\"TheWaystoWealth - [R.J. Weiss founder of TheWaystoWealth]\",\"https://www.thewaystowealth.com/author/rjweiss/\",{\"_385\":2153,\"_387\":2154},\"Pinterest - [Pinterest Scheduling]\",\"https://later.com/pinterest-scheduling/\",{\"_385\":2156,\"_387\":2157},\"Hootsuite - [Pinterest Scheduler \u0026 Analytics]\",\"https://www.hootsuite.com/pinterest\",{\"_385\":2159,\"_387\":2160},\"Pinterest - [Rich Pins Help]\",\"https://help.pinterest.com/en/business/article/rich-pins\",{\"_385\":2162,\"_387\":2163},\"Pinterest - [Crochet Community Board]\",\"https://www.pinterest.com/crochicstyles/crochet-community-board-crochic-styles/\",{\"_385\":2165,\"_387\":2166},\"Side Hustle Tips - [Side Hustle Tips]\",\"https://www.sidehustle.tips/\",{\"_385\":2168,\"_387\":2169},\"Pinterest - [Pinterest Analytics]\",\"https://analytics.pinterest.com/\",{\"_385\":2171,\"_387\":2172},\"Pinterest - [Creative Best Practices]\",\"https://business.pinterest.com/creative-best-practices\",\"make-money-on-facebook\",[2175,2178,2181,2184,2187,2190],{\"_385\":2176,\"_387\":2177},\"Statista - [Most popular social networks worldwide as of January 2024, ranked by number of monthly active users]\",\"https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users\",{\"_385\":2179,\"_387\":2180},\"Hootsuite - [Here’s What You Can Do About Organic Reach Decline in 2024]\",\"https://blog.hootsuite.com/organic-reach-declining\",{\"_385\":2182,\"_387\":2183},\"Meta - [How to monetize your content on Facebook and Instagram]\",\"https://www.facebook.com/business/learn/lessons/understand-monetization-eligibility-status?course_id=467400747420312\u0026curriculum_id=2374726509274694\",{\"_385\":2185,\"_387\":2186},\"Meta - [Facebook Success Stories]\",\"https://www.facebook.com/business/success?rdr=expss\",{\"_385\":2188,\"_387\":2189},\"Meta - [Eligibility requirements for Facebook 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this page\",\"Start your online business today.\",\"For free.\",\"Try Shopify for free, no credit card required.\",{\"_2794\":3060},\"Unify online and in-person sales today.\",{\"_342\":3062,\"_1803\":3063,\"_272\":3064,\"_125\":3065,\"_2809\":3066,\"_455\":3067},\"Keep up with the latest from Shopify\",\"Get free ecommerce tips, inspiration, and resources delivered directly to your inbox.\",\"Enter email\",\"Subscribe\",\"By entering your email, you agree to receive marketing emails from Shopify.\",{\"_1093\":3068,\"_127\":3069},\"Thank you for subscription!\",\"Check your email for instructions.\",{\"_342\":3071,\"_1803\":3072,\"_2809\":3073},\"The newsletter for entrepreneurs\",\"Join millions of self-starters in getting business resources, tips, and inspiring stories in your inbox.\",\"Unsubscribe anytime. By entering your email, you agree to receive marketing emails from Shopify. By proceeding, you agree to the \u003ca href=\\\"{{site, url(path: '/legal/terms', locale: 'en')}}\\\" target='_blank'\u003eTerms and Conditions\u003c/a\u003e and \u003ca href=\\\"{{site, url(path: '/legal/privacy', locale: 'en')}}\\\" target='_blank'\u003ePrivacy Policy\u003c/a\u003e.\",\"popular posts\",{\"_449\":3076,\"_2824\":3078},{\"_429\":3077},\"Please enter a valid email address.\",{\"_2826\":3079,\"_2828\":3080,\"_274\":3083},\"Get updates\",{\"_1093\":3081,\"_2831\":3082,\"_2833\":1337},\"Thanks for subscribing.\",\"You’ll start receiving free tips and resources soon. In the meantime, start building your store with a free trial of Shopify.\",\"Something went wrong, please try again later!\",{\"_342\":3085},\"Read more\",{\"_342\":3087},\"Related article\",{\"_2843\":3089,\"_2847\":3092,\"_2851\":3095,\"_451\":3099},{\"_1093\":3090,\"_1780\":3091,\"_2833\":1345},\"Grow your business with the Shopify Partner Program\",\"Whether you offer marketing, customization, or web design and development services, the Shopify Partner Program will set you up for success. Join for free and access revenue share opportunities, tools to grow your business, and a passionate commerce community.\",{\"_1093\":3093,\"_1780\":3094,\"_2833\":1345},\"Build apps for Shopify merchants\",\"Whether you want to build apps for the Shopify App Store, offer custom app development services, or are looking for ways to grow your user base, the Shopify Partner Program will set you up for success. 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Join for free and access revenue share opportunities, developer preview environments, and educational resources.\",{\"_2860\":3102,\"_2862\":3103,\"_2864\":3104,\"_2866\":3105,\"_2868\":3106,\"_2870\":3107,\"_2872\":3108,\"_2874\":3109},\"Share article\",\"Updated on\",\"Published on\",\"Updated by \u003cwrapper\u003e\u003cname\u003e{{authorName}}\u003c/name\u003e\u003c/wrapper\u003e on \u003cupdatedDate\u003e{{updatedOn}}\u003cupdatedDate/\u003e\",\"by \u003cwrapper\u003e\u003cname\u003e{{authorName}}\u003c/name\u003e\u003c/wrapper\u003e\",\"by \u003cwrapper\u003e\u003curl\u003e\u003cname\u003e{{authorName}}\u003c/name\u003e\u003c/url\u003e\u003c/wrapper\u003e\",\"Reviewed\",\"Written\",{\"_2878\":3111},{\"_385\":494},{\"_1093\":3113,\"_2831\":3114,\"_1974\":3115,\"_2887\":3117,\"_2890\":3118,\"_2893\":3119,\"_2706\":3121,\"_2712\":3124,\"_2903\":3127,\"_2800\":3129,\"_2909\":3131,\"_2915\":3135,\"_2920\":3139},\"Start selling with Shopify today\",\"Start your free trial with Shopify today—then use these resources to guide you through every step of the process.\",{\"_2885\":3116},\"My alt.\",{\"_2018\":2889,\"_385\":1342},{\"_2018\":2892,\"_385\":1358},{\"_385\":3120,\"_2018\":2896},\"See plans\",{\"_1093\":3122,\"_2831\":3123,\"_385\":1358,\"_2018\":2892},\"The next big entrepreneur: you\",\"Try Shopify for free, and explore all the tools and services you need to start, run, and grow your business.\",{\"_1093\":3125,\"_2831\":3126,\"_385\":1358,\"_2018\":2902},\"LET’S MAKE YOUR BUSINESS HAPPEN\",\"Shopify has everything you need to build, run, and grow a business. 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there: please enter your email below to gain instant access.\",\"We'll also send you updates on new educational guides and success stories from the Shopify newsletter. We hate SPAM and promise to keep your email address safe.\",{\"_1093\":3294,\"_1780\":3295,\"_2833\":3296,\"_2994\":3297},\"Free Ebook: Ecommerce Analytics for Beginners\",\"Find out which metrics are the key to establishing and growing your online business. This free guide is the perfect first step in learning about ecommerce analytics.\",\"Get the free ebook now\",\"Get Ecommerce Analytics for Beginners delivered right to your inbox.\",\"back_to_school\",{\"_1093\":3300,\"_1780\":3301,\"_2833\":3302,\"_2994\":3303,\"_3304\":3305},\"The Complete Guide to Back to School Marketing for Retail Stores\",\"Get an update on this year's back to school marketing trends, compare strategies, and build out your plan with this short guide.\",\"Get your free guide now\",\"Get the Back to School Marketing Guide delivered right to your inbox.\",\"modal_success_heading\",\"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify.\",\"bio_template\",{\"_1093\":3308,\"_1780\":3309,\"_2833\":3310,\"_2994\":3311,\"_3304\":3305},\"Free Professional Bio Template\",\"Make a lasting first impression! Elevate your professional image with our easy-to-use template.\",\"Download template\",\"Get the free professional bio template delivered right to your inbox.\",\"brand_guide_template\",{\"_1093\":3314,\"_1780\":3315,\"_2833\":3310,\"_2994\":3316,\"_3304\":3305},\"Free Brand Guide Template\",\"You’ve built a strong brand. Keep it consistent across all your channels with our detailed brand guide template.\",\"Get the free brand guide template delivered right to your inbox.\",\"brand_storytelling\",{\"_1093\":3319,\"_1780\":3320,\"_2833\":3321,\"_2994\":3322},\"Free Worksheet: Brand Storytelling\",\"Use this handy exercise as a guide to help you craft a compelling brand story and build a loyal audience through the power of storytelling.\",\"Get the worksheet\",\"Get our free Brand Storytelling Worksheet delivered right to your inbox.\",{\"_1093\":3324,\"_1780\":3325,\"_2833\":3326,\"_2994\":3327},\"Free Reading List: How to Brand Your Business\",\"A great brand can help your products stand out from the crowd. Get a crash course in small business branding with our free, curated list of high-impact articles.\",\"Get the free reading list\",\"Get our Branding reading list delivered right to your inbox.\",\"branding_kit\",{\"_1093\":3330,\"_1780\":3331,\"_2833\":3332,\"_2994\":3333,\"_3304\":3334},\"Free Business Branding Kit\",\"Craft a powerful brand identity that stands out in the market. Use these free templates and tools to help you build a cohesive and memorable brand.\",\"Download now\",\"Get the branding kit delivered right to your inbox.\",\"Thanks for downloading. You'll receive your free kit soon. In the meantime, start building your store with a free trial of Shopify.\",\"business_case_template\",{\"_1093\":3337,\"_1780\":3338,\"_2833\":3339,\"_2994\":3340,\"_3304\":3305},\"Free Business Case Template\",\"Turn your big ideas into reality. Our user-friendly template is here to help you create a compelling business case with ease.\",\"Get the template now\",\"Get our template delivered right to your inbox.\",\"business_letter\",{\"_1093\":3343,\"_1780\":3344,\"_2833\":3339,\"_2994\":3340,\"_3304\":3305},\"Free Business Letter Template\",\"Communicate clearly and effectively. Use this customizable template to create a polished business letter that makes a great impression.\",\"business_model_canvas\",{\"_1093\":3347,\"_1780\":3348,\"_2833\":3339,\"_2994\":3340,\"_3304\":3305},\"Free Business Model Canvas Template\",\"Streamline your business planning! This easy-to-use template helps you visualize your business model and identify key components for success.\",\"business_proposal\",{\"_1093\":3351,\"_1780\":3352,\"_2833\":3310,\"_2994\":3353},\"Free Business Proposal Template\",\"Land your next big deal with ease! Our easy-to-follow template helps you craft proposals that not only impress but also seal the deal.\",\"Get our business proposal template delivered right to your inbox.\",\"businessplan\",{\"_1093\":3356,\"_1780\":3357,\"_2833\":3339,\"_2994\":3358},\"Free: Business Plan Template\",\"Business planning is often used to secure funding, but plenty of business owners find writing a plan valuable, even if they never work with an investor. That’s why we put together a free business plan template to help you get started.\",\"Get the business plan template delivered right to your inbox.\",\"businessideas\",{\"_1093\":3361,\"_1780\":3362,\"_2833\":3363,\"_2994\":3364},\"Free: The Big List of Business Ideas\",\"To help you find the inspiration to start, we compiled a list of 100+ in-demand business ideas, broken down into categories like fitness, apparel, and gaming.\",\"Get the list now\",\"Get the big list of business ideas delivered right to your inbox.\",\"camera_checklist\",{\"_1093\":3367,\"_1780\":3368,\"_2833\":3369,\"_2994\":3370},\"How to take product photos like a pro\",\"This essential guide will help you shoot stunning product photos, with tips, equipment lists, and easy-to-follow shooting instructions.\",\"Download guide\",\"Get the guide delivered right to your inbox.\",\"cancel_policy\",{\"_1093\":3373,\"_1780\":3374,\"_2833\":3332,\"_2994\":3375},\"Free Cancellation Policy Template\",\"Protect your time with a clear and professional cancellation policy. This template makes it easy to create.\",\"Get the template delivered right to your inbox.\",\"case_studies\",{\"_1093\":3378,\"_1780\":3379,\"_2833\":3380,\"_2994\":3381},\"Free Video Series: Ecommerce Inspiration\",\"Feeling uninspired? Watch some of the world's most successful entrepreneurs share their best advice for new business owners.\",\"Get the free video series\",\"Get our Ecommerce Inspiration video series delivered right to your inbox.\",\"case_study_template\",{\"_1093\":3384,\"_1780\":3385,\"_2833\":3339,\"_2994\":3386},\"Free Case Study Template\",\"Show your expertise and highlight your company’s success with our free case study template.\",\"Get the case study template delivered right to your inbox.\",\"cash_flow_template\",{\"_1093\":3389,\"_1780\":3390,\"_2833\":3339,\"_2994\":3391},\"Free Cash Flow Statement Template\",\"Balancing your books can be stressful. Take charge of your finances with our free cash flow statement template.\",\"Get the cash flow statement template delivered right to your inbox.\",\"competitive\",{\"_1093\":3394,\"_1780\":3395,\"_2833\":3339,\"_2994\":3396},\"Free: Competitive Analysis Template\",\"By evaluating the strengths and weaknesses of your competition, you can begin to formulate how to give your company an advantage. Download our free competitive analysis template and gain an edge over the competition.\",\"Get the competitive analysis template delivered right to your inbox.\",\"content_strategy_template\",{\"_1093\":3399,\"_1780\":3400,\"_2833\":3339,\"_2994\":3401},\"Free Content Strategy Template\",\"Create content that truly connects and engages. Our template helps you plan and execute your vision, keeping your goals on track.\",\"Get the content strategy template delivered right to your inbox.\",\"copywriting\",{\"_1093\":3404,\"_1780\":3405,\"_2833\":3326,\"_2994\":3406},\"Free Reading List: Copywriting Tactics for Entrepreneurs\",\"Is your website content costing you sales? Learn how to improve your website copy with our free, curated list of high-impact articles.\",\"Get our Copywriting Tactics reading list delivered right to your inbox.\",\"copywriting_research\",{\"_1093\":3409,\"_1780\":3410,\"_2833\":3310,\"_2994\":3375},\"Research the words you use to sell\",\"Use this free template to help you enhance your website and connect with customers. Research the words competitors use and analyze customer feedback to help you write compelling copy.\",\"customer_email\",{\"_1093\":3413,\"_1780\":3414,\"_2833\":3310,\"_2994\":3415},\"Free Customer Service Email Templates\",\"Make responding to customer inquiries quicker and more effective with these free templates.\",\"Get the templates delivered right to your inbox.\",\"customer_journey\",{\"_1093\":3418,\"_1780\":3419,\"_2833\":3310,\"_2994\":3375,\"_3304\":3305},\"Free Customer Journey Map Template\",\"Your customers know why they’re engaging with your brand. But do you know what they’re going through? Use this free template to craft a shopping experience they’ll love.\",\"customerservice\",{\"_1093\":3422,\"_1780\":3423,\"_2833\":3326,\"_2994\":3424},\"Free Reading List: Customer Service Strategies\",\"Focusing on customer service can turn negative interactions into positive reviews (and repeat customers). Learn how with our free, curated list of high-impact articles.\",\"Get the reading list delivered right to your inbox.\",\"decision_matrix\",{\"_1093\":3427,\"_1780\":3428,\"_2833\":3339,\"_2994\":3375,\"_3304\":3305},\"Free Decision Matrix Template\",\"Have a tough decision to make? This template helps you evaluate options and simplifies the decision making process so you can make confident choices.\",\"design\",{\"_1093\":3431,\"_1780\":3432,\"_2833\":3326,\"_2994\":3433},\"Free Reading List: Online Store Design Tips\",\"Your online store's appearance can have a big impact sales. Unleash your inner designer with our free, curated list of high-impact articles.\",\"Get our Store Design reading list delivered right to your inbox.\",\"digital_marketing_kit\",{\"_1093\":3436,\"_1780\":3437,\"_2833\":3332,\"_2994\":3438,\"_3304\":3439},\"Free Digital Marketing Toolkit\",\"Unlock the secrets to successful online marketing. This free resource is packed with strategies, templates, and insights to elevate your brand’s digital presence.\",\"Get the toolkit delivered right to your inbox.\",\"Thanks for downloading. You'll receive your free toolkit soon. In the meantime, start building your store with a free trial of Shopify.\",{\"_1093\":3441,\"_1780\":3442,\"_2833\":3296,\"_2994\":3443},\"Free Ebook: How to Grow Your Ecommerce Business with Email Marketing\",\"Whether you're just getting started or dreaming up your next big campaign, this email marketing guide will provide you with insights and ideas to help your business grow.\",\"Get our Email Marketing guide delivered right to your inbox.\",\"excel_inventory\",{\"_1093\":3446,\"_1780\":3447,\"_2833\":3332,\"_2994\":3448},\"Free Excel Inventory Management Template\",\"Simplify your inventory tracking and management with this easy-to-use Excel template.\",\"Get this template delivered right to your inbox.\",\"expense_report\",{\"_1093\":3451,\"_1780\":3452,\"_2833\":3339,\"_2994\":3340,\"_3304\":3305},\"Free Expense Report Template\",\"Make tracking your expenses and reimbursements a whole lot easier. Our simple template keeps things accurate and saves you time.\",\"googleshopping\",{\"_1093\":3455,\"_1780\":3456,\"_2833\":3296,\"_2994\":3457},\"Free Ebook: Google Shopping for Small Businesses\",\"Google Shopping ads are one of the leading traffic sources that can give you the ultimate edge. Discover this hidden gem often overlooked by your competition.\",\"Get Google Shopping for Small Businesses delivered right to your inbox.\",\"go_to_market\",{\"_1093\":3460,\"_1780\":3461,\"_2833\":3310,\"_2994\":3462},\"Free Go-to-Market Strategy Template\",\"Plan your product launch with precision. Our template can help you reach and convert your target audience efficiently.\",\"Get your free go-to-market strategy template delivered right to your inbox.\",\"hiring_questions\",{\"_1093\":3465,\"_1780\":3466,\"_2833\":3467,\"_2994\":3468,\"_3304\":3305},\"Free Guide: Interview Questions for Hiring Retail Employees\",\"Hiring competent retail employees is becoming increasingly challenging. Use this guide to ask the right questions during the interview process to ensure you hire the right people for your store.\",\"Get the free guide now\",\"Get our guide Interview Questions for Hiring Retail Employees delivered right to your inbox.\",\"holiday_selling_2021\",{\"_1093\":3471,\"_1780\":3472,\"_2833\":3467,\"_2994\":3473,\"_3304\":3305},\"Free Holiday Selling Guide: Top 10 Holiday Selling Tips for Retail Stores\",\"A sale can happen anywhere, at any time. Use our top 10 strategies to unify your customer touch points and set yourself up for holiday success.\",\"Get our Top 10 Holiday Selling Tips for Retail Stores delivered right to your inbox.\",\"international_shipping\",{\"_1093\":3476,\"_1780\":3477,\"_2833\":3332,\"_2994\":3478,\"_3304\":3479},\"Free International Shipping Checklist\",\"Expand your business globally with confidence. This free checklist ensures you have everything in place for smooth and compliant shipments.\",\"Get the checklist delivered right to your inbox.\",\"Thanks for downloading. You'll receive your free checklist soon. In the meantime, start building your store with a free trial of Shopify.\",\"inventory_templates\",{\"_1093\":3482,\"_1780\":3483,\"_2833\":3484,\"_2994\":3485,\"_3304\":3486},\"5 Free Templates to Better Understand Your Inventory\",\"Calculate your businesses cost of goods sold, sell through rate, inventory turnover, saftey stock, economic order quantity, or reorder point with ease using these custom templates. (No math required!)\",\"Get your free templates\",\"Get your Inventory Templates delivered right to your inbox.\",\"Thanks for downloading. You'll receive your free templates soon. In the meantime, start building your store with a free trial of Shopify.\",\"invoice_template\",{\"_1093\":3489,\"_1780\":3490,\"_2833\":3332,\"_2994\":3491,\"_3304\":3492},\"Free Invoice Template\",\"Streamline your billing process with a customizable invoice template.\",\"Get your invoice template delivered right to your inbox.\",\"Thanks for downloading. You'll receive your free template soon. In the meantime, start building your store with a free trial of Shopify.\",\"keyword_research_template\",{\"_1093\":3495,\"_1780\":3496,\"_2833\":3310,\"_2994\":3375},\"Free keyword research template\",\"Use this free keyword research template to unlock opportunities and manage your SEO strategy. Drive targeted traffic to your website by tracking search volume, ranking difficulty, user intent, and content ideas.\",\"marketing_plan\",{\"_1093\":3499,\"_1780\":3500,\"_2833\":3310,\"_2994\":3501,\"_3304\":3486},\"Free Marketing Plan Template\",\"Create a detailed marketing plan that gets results. Our template helps you design strategies and actions to effectively reach your audience.\",\"Get your marketing plan template delivered right to your inbox.\",\"marketing_proposal\",{\"_1093\":3504,\"_1780\":3505,\"_2833\":3310,\"_2994\":3506,\"_3304\":3492},\"Free Marketing Proposal Template\",\"Impress with a professional marketing proposal. This free template provides a clear structure and essential elements to help you create compelling proposals.\",\"Get your template delivered right to your inbox.\",\"okr_template\",{\"_1093\":3509,\"_1780\":3510,\"_2833\":3339,\"_2994\":3506,\"_3304\":3492},\"Free OKR Template\",\"Align your team and boost performance. This simple template helps you set clear objectives and track key results for measurable success.\",\"one_pager\",{\"_1093\":3513,\"_1780\":3514,\"_2833\":3339,\"_2994\":3506,\"_3304\":3492},\"Free One Pager Template\",\"Present your ideas clearly and concisely. This template helps you summarize your key points perfectly.\",\"opening_closing_checklist\",{\"_1093\":3517,\"_1780\":3518,\"_2833\":3519,\"_2994\":3520,\"_3304\":3305},\"Free Checklist for Opening and Closing Your Store\",\"Ensure all protocols and procedures are completed each time you open and close your store with this handy, easy-to-follow checklist.\",\"Get the free checklist\",\"Get our Opening and Closing Checklist delivered right to your inbox.\",\"optimization\",{\"_1093\":3523,\"_1780\":3524,\"_2833\":3326,\"_2994\":3525},\"Free Reading List: Conversion Optimization for Beginners\",\"Turn more website visitors into customers by getting a crash course in conversion optimization. Access our free, curated list of high-impact articles below.\",\"Get our Conversion Optimization reading list delivered right to your inbox.\",\"packaging_calculator\",{\"_1093\":3528,\"_1780\":3529,\"_2833\":3530,\"_2994\":3531},\"Calculate your packaging costs\",\"Use this free calculator to estimate your packaging expenses. Get insights into labor, materials, and design costs to make informed decisions for your business.\",\"Download calculator\",\"Get the calculator delivered right to your inbox.\",\"packing_slip\",{\"_1093\":3534,\"_1780\":3535,\"_2833\":3339,\"_2994\":3536},\"Free Packing Slip Template\",\"Save time and effort by ensuring proper delivery of your products. Our free packing slip template helps you get started.\",\"Get the packing slip template delivered right to your inbox.\",\"parentpreneur\",{\"_1093\":3539,\"_1780\":3540,\"_2833\":3332,\"_2994\":3541},\"Playbook for the Aspiring Parentpreneur\",\"Unleash your creativity and turn your passion into a thriving business with our Parentprenuer brainstorming guide. Discover new ideas, set realistic goals, and map out a plan for success.\",\"Check your inbox for your copy of the Parentpreneur Playbook.\",\"persona_template\",{\"_1093\":3544,\"_1780\":3545,\"_2833\":3310,\"_2994\":3340,\"_3304\":3305},\"Free User Persona Template\",\"Maximize your product’s potential. Unlock insights to fine-tune your offerings and impress users. Our template makes it easy.\",\"phonecases\",{\"_1093\":3548,\"_1780\":3549,\"_2833\":3550,\"_2994\":3551},\"Get a Free Phone Case Business in a Box\",\"Free high quality phone case stock photos and a list of some places you can look to find phone case suppliers to work with.\",\"Download startup bundle\",\"Get our startup bundle delivered right to your inbox.\",\"photobrief\",{\"_1093\":3554,\"_1780\":3555,\"_2833\":3310,\"_2994\":3375},\"Get perfect product photography\",\"This free template will help you write detailed, professional creative briefs that help photographers know exactly what you're looking for.\",\"photochecklist\",{\"_1093\":3558,\"_1780\":3559,\"_2833\":3560,\"_2994\":3561},\"All the images your store needs\",\"This free photo shot list helps you plan every image for your online store, from homepage banners to product cards.\",\"Download shot list\",\"Get the shot list delivered right to your inbox.\",\"photographer_checklist\",{\"_1093\":3564,\"_1780\":3565,\"_2833\":3566,\"_2994\":3478},\"Make your next photo shoot a success\",\"Use this free checklist to help you hire the perfect photographer for your product photos—complete with budget tips and outreach email templates.\",\"Download checklist\",\"photography\",{\"_1093\":3569,\"_1780\":3570,\"_2833\":3571,\"_2994\":3572},\"Free Guide: DIY Product Photography\",\"Learn how to take beautiful product photos on a budget with our free, comprehensive video guide.\",\"Get your free guide\",\"Get our DIY Guide to Beautiful Product Photography delivered right to your inbox.\",\"popup_guide\",{\"_1093\":3575,\"_1780\":3576,\"_2833\":3571,\"_2994\":3577,\"_3304\":3305},\"Pop-Up Shop Quickstart Guide\",\"Thinking about hosting a Pop-Up Shop? This free guide includes 3 checklists that help frame what you're looking to accomplish through your Pop-Up Shop, different types of Pop-Up Shops, and design ideas to help get you started.\",\"Get your Pop-Up Shop Quickstart Guide delivered right to your inbox.\",\"pp_template\",{\"_1093\":3580,\"_1780\":3581,\"_2833\":3310,\"_2994\":3375,\"_3304\":3305},\"Free PowerPoint Template\",\"Capture attention with business presentations that pop! Our customizable template makes it easy to showcase your ideas clearly.\",\"press_kit\",{\"_1093\":3584,\"_1780\":3585,\"_2833\":3310,\"_2994\":3375,\"_3304\":3305},\"Free Press Kit Template\",\"Get your business the spotlight it deserves. Our all-in-one template makes it a breeze for journalists and media to share your story.\",\"pressrelease\",{\"_1093\":3588,\"_1780\":3589,\"_2833\":3339,\"_2994\":3590},\"Free: Press Release Template\",\"To help you get started, we put together this template to help you structure your story using a common press release format. You can replace each component with your own information and adapt it according to your needs.\",\"Get the press release template delivered right to your inbox.\",\"problem_statement\",{\"_1093\":3593,\"_1780\":3594,\"_2833\":3339,\"_2994\":3375,\"_3304\":3305},\"Free Problem Statement Template\",\"See your challenges clearly. This simple template helps you create powerful problem statements that lead to meaningful solutions.\",\"process_map\",{\"_1093\":3597,\"_1780\":3598,\"_2833\":3339,\"_2994\":3375,\"_3304\":3305},\"Free Process Mapping Template\",\"Simplify your operations with a clear picture of your processes. This template helps you outline and improve workflows for more productivity.\",\"productivity\",{\"_1093\":3601,\"_1780\":3602,\"_2833\":3326,\"_2994\":3603},\"Free Reading List: Ecommerce Motivation\",\"Having trouble focusing on growing your small business? Get access to our free, curated list of high-impact productivity articles.\",\"Get our Ecommerce Motivation reading list delivered right to your inbox.\",{\"_1093\":3605,\"_1780\":3606,\"_2833\":3607,\"_2994\":3608},\"Free Guide: How to Find a Profitable Product to Sell Online\",\"Excited about starting a business, but not sure where to start? This free, comprehensive guide will teach you how to find great, newly trending products with high sales potential.\",\"Get the free guide\",\"Get How To Find A Product To Sell Online: The Definitive Guide PDF delivered right to your inbox.\",\"product_vision\",{\"_1093\":3611,\"_1780\":3612,\"_2833\":3339,\"_2994\":3375,\"_3304\":3305},\"Free Product Vision Template\",\"Developing a new product? This free template will help give you a clear picture of your product’s future, by defining effective goals and strategies.\",\"profit_loss\",{\"_1093\":3615,\"_1780\":3616,\"_2833\":3339,\"_2994\":3305},\"Free Profit and Loss Statement Template\",\"Need help keeping an eye on your business's financial performance? Our free, user-friendly template will help you make informed decisions with ease.\",\"purchase_order\",{\"_1093\":3619,\"_1780\":3620,\"_2833\":3310,\"_2994\":3375},\"Create a purchase order\",\"Use this free template to create clear, detailed purchase orders for your business. Keep all your information organized and easy to understand.\",\"resignation_letter\",{\"_1093\":3623,\"_1780\":3624,\"_2833\":3625,\"_2994\":3415},\"Free Resignation Letter Templates\",\"Leave your job on good terms with these professionally crafted resignation letter templates.\",\"Download templates\",\"retail_marketing\",{\"_1093\":3628,\"_1780\":3629,\"_2833\":3571,\"_2994\":3630,\"_3304\":3305},\"Free Download: From Clicks to Customers: How to Measure Your Retail Store's Marketing Success\",\"Every marketing campaign is an investment of your time, energy, and money. Do you ever wonder if your efforts were worth it? Read this guide and build a framework to plan, track, and measure the success of retail marketing campaigns.\",\"Get your free Retail Marketing Success PDF delivered right to your inbox.\",\"retention_audit\",{\"_1093\":3633,\"_1780\":3634,\"_2833\":3635,\"_2994\":3636,\"_3304\":3305},\"Free Download: Retention Audit Checklist\",\"Struggling with customer retention? This free checklist will help you build a retention mindset throughout your company by auditing retention strategies at every level of your business.\",\"Get your free checklist\",\"Get this free Retention Audit Checklist PDF delivered right to your inbox.\",\"rfp_template\",{\"_1093\":3639,\"_1780\":3640,\"_2833\":3339,\"_2994\":3641},\"Free RFP Template\",\"Make writing requests for proposals easier and faster with our free RFP template.\",\"Get the RFP template delivered right to your inbox.\",\"root_cause\",{\"_1093\":3644,\"_1780\":3645,\"_2833\":3339,\"_2994\":3646,\"_3304\":3305},\"Free Root Cause Analysis Template\",\"Get to the heart of your business problems and find effective solutions. This template helps you find and address the underlying causes.\",\"Get this free template delivered right to your inbox.\",\"rotating_schedules\",{\"_1093\":3649,\"_1780\":3650,\"_2833\":3484,\"_2994\":3651,\"_3304\":3305},\"Free Download: Rotating Schedules Templates\",\"Struggling to keep your stores fully staffed and running smoothly? Consider implementing a rotating shift program. Download these free templates to find the right schedule for you and your employees.\",\"Get these free Rotating Schedules Templates delivered right to your inbox.\",\"sales_email\",{\"_1093\":3654,\"_1780\":3655,\"_2833\":3484,\"_2994\":3656,\"_3304\":3305},\"Free Sales Email Templates\",\"Craft compelling emails that convert! Our customizable templates help you engage prospects and close deals.\",\"Get these free templates delivered right to your inbox.\",\"sales_funnel_template\",{\"_1093\":3659,\"_1780\":3660,\"_2833\":3310,\"_2994\":3661,\"_3304\":3305},\"Free Sales Funnel Template\",\"Make your sales process smoother and close deals faster. Our template maps out each stage, so you never miss an opportunity.\",\"Get this free sales funnel template delivered right to your inbox.\",\"sales_plan_template\",{\"_1093\":3664,\"_1780\":3665,\"_2833\":3339,\"_2994\":3666,\"_3304\":3305},\"Free Sales Planning Template\",\"Supercharge your sales strategy with our all-in-one planning tool. Set your targets, track your progress, and reach your goals with confidence and ease.\",\"Get this free sales planning template delivered right to your inbox.\",\"scope_template\",{\"_1093\":3669,\"_1780\":3670,\"_2833\":3339,\"_2994\":3646,\"_3304\":3305},\"Free Scope of Work Template\",\"Set clear expectations and ensure project success. This template provides a simple outline to help you define project deliverables and run programs smoothly.\",{\"_1093\":3672,\"_1780\":3673,\"_2833\":3519,\"_2994\":3674},\"Free Download: SEO Checklist\",\"Want to rank higher in search results? Get access to our free, checklist on search engine optimization.\",\"Get our SEO Checklist delivered right to your inbox.\",\"services_price\",{\"_1093\":3677,\"_1780\":3678,\"_2833\":3530,\"_2994\":3679,\"_3304\":3680},\"Your Time is Valuable, so Price it Right\",\"Ensure your business is profitable with this easy-to-use pricing calculator. This free tool helps you find the right pricing strategy for your services, so you can maximize your time and your earnings.\",\"Get this calculator delivered right to your inbox.\",\"Thanks for downloading. You'll receive your free copy soon. In the meantime, start building your store with a free trial of Shopify.\",\"sfn_interview\",{\"_1093\":3683,\"_1780\":3684,\"_2833\":3519,\"_2994\":3478},\"Free Checklist: How to Interview a Third Party Logistics Provider\",\"Outsourcing fulfillment is a significant investment. Here’s a checklist of questions to ask in preparation of choosing the right fulfillment provider and transitioning your business.\",\"sfn_outsource\",{\"_1093\":3687,\"_1780\":3688,\"_2833\":3519,\"_2994\":3478},\"Free Checklist: Are You Ready to Outsource Your Fulfillment?\",\"Trusting a third party logistics (3PL) provider with your inventory and your customer experience is a significant investment. These questions will help determine if it's time to outsource your fulfillment and take the next step in growing your business.\",{\"_1093\":3690,\"_1780\":3691,\"_2833\":3692,\"_2994\":3693,\"_3304\":3680},\"The Shopify guide to shipping and fulfillment\",\"Boost customer satisfaction while driving sales growth for your ecommerce business with an effective shipping and fulfillment strategy. Use this guide to create a plan that covers all aspects of shipping and fulfillment, from how much to charge your customers to choosing the right fulfillment method.\",\"Download now and start optimizing your operations\",\"Get our shipping and fulfillment guide delivered right to your inbox.\",\"shipping_docs\",{\"_1093\":3696,\"_1780\":3697,\"_2833\":3332,\"_2994\":3698,\"_3304\":3486},\"Free Shipping Document Templates\",\"Simplify your shipping process with these customizable shipping document templates.\",\"Get the shipping document templates delivered right to your inbox.\",\"shipping_kit\",{\"_1093\":3701,\"_1780\":3702,\"_2833\":3332,\"_2994\":3703,\"_3304\":3334},\"Free Shipping and Fulfillment Kit\",\"Simplify your shipping process and ensure your products reach customers on time. This free toolkit provides essential tips and resources to help you manage logistics efficiently.\",\"Get our shipping and fulfillment kit delivered right to your inbox.\",{\"_1093\":3705,\"_1780\":3706,\"_2833\":3707,\"_2994\":3708,\"_3304\":3680},\"Social media strategy and planning templates\",\"Ready to get started with your social media strategy? These free, customizable templates give you tools to plan and execute a strategy that connects you with your target audience while keeping your content calendar organized.\",\"Download now and start seeing results\",\"Get your social media strategy and planning templates delivered right to your inbox.\",\"social_media_kit\",{\"_1093\":3711,\"_1780\":3712,\"_2833\":3332,\"_2994\":3713,\"_3304\":3714},\"Free Social Media Toolkit\",\"Boost your engagement and grow your audience with this free toolkit. Get templates, best practices, and tips to help you create compelling content that engages and converts.\",\"Get your social media strategy toolkit delivered right to your inbox.\",\"Thanks for downloading. You'll receive your toolkit copy soon. In the meantime, start building your store with a free trial of Shopify.\",\"social_template\",{\"_1093\":3705,\"_1780\":3706,\"_2833\":3707,\"_2994\":3717,\"_3304\":3305},\"Get social media strategy and planning templates delivered right to your inbox.\",\"sop_template\",{\"_1093\":3720,\"_1780\":3721,\"_2833\":3310,\"_2994\":3340,\"_3304\":3305},\"Free SOP Template\",\"Turn your tangle of tasks into simple steps anyone can follow. Our user-friendly template makes it a breeze.\",\"start_business_checklist\",{\"_1093\":3724,\"_1780\":3725,\"_2833\":3332,\"_2994\":3340,\"_3304\":3305},\"Take the guesswork out of starting a business\",\"This free checklist guides you through each step, from idea to your first sale.\",\"store_layouts\",{\"_1093\":3728,\"_1780\":3729,\"_2833\":3484,\"_2994\":3656,\"_3304\":3305},\"Free Download: Store Layout Templates\",\"Trying to decide which layout is right for your store? 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This guide will go through the process of filing income taxes in America and provide you with checklists to keep you organized and prepared.\",{\"_1093\":3745,\"_1780\":3746,\"_2833\":3747,\"_2994\":3478},\"Free: Shopify Store Trust Checklist\",\"Shopify’s research team conducted a series of in-depth interviews with North American shoppers to learn how customer trust is formed in online stores. This checklist is a summary of their findings, created to help business owners understand what essential aspects of their online store experience creates trust among customers, along with the trust-busting mistakes to avoid.\",\"Get the checklist now\",\"tshirt_guide\",{\"_1093\":3750,\"_1780\":3751,\"_2833\":3332,\"_2994\":3370,\"_3304\":3680},\"Your Complete Guide To Starting a T-Shirt Business\",\"Turn your passion for fashion into a thriving business. This free comprehensive guide walks you through each step of launching your own t-shirt business, from design to sales.\",\"ttp_guide\",{\"_1093\":3754,\"_1780\":3755,\"_2833\":3302,\"_2994\":3571,\"_3304\":3680},\"Free Download: The Online Sellers Guide to In-Person Sales\",\"In-person selling is more approachable than ever. This guide covers why selling in person can reduce customer acquisition costs, how to build a plan that will scale with your business, and tactics from ecommerce sellers that made the move successfully.\",{\"_1093\":3757,\"_1780\":3758,\"_2833\":3296,\"_2994\":3759},\"Free Ebook: Twitter Marketing for Small Businesses\",\"This guide will teach you everything from earning your first followers to getting the most out of Twitter’s advertising platform. Claim your free download to get instant access.\",\"Get Twitter Marketing for Small Businesses delivered right to your inbox.\",\"use_case_template\",{\"_1093\":3762,\"_1780\":3763,\"_2833\":3310,\"_2994\":3340,\"_3304\":3305},\"Free Use Case Template\",\"Do your products hold hidden value? Use this free template to spot new sales opportunities.\",\"uvp_template\",{\"_1093\":3766,\"_1780\":3767,\"_2833\":3310,\"_2994\":3340,\"_3304\":3305},\"Free Unique Value Proposition Template\",\"Clearly define what sets your business apart with this easy-to-use template.\",\"value_chain\",{\"_1093\":3770,\"_1780\":3771,\"_2833\":3339,\"_2994\":3340,\"_3304\":3305},\"Free Value Chain Template\",\"Explore your business activities and discover new ways to lower costs and improve quality. 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